U:ME will be available from March and meets consumer demand for oils which clearly define how and when to use them
Edible Oils Limited (EOL) is launching U:ME – a new range of speciality oils to meet consumer demand for delicious blends and sprays which have clear guidance for home-cooks on how and when to use them. The range will start rolling out in major retailers this week, with Sun-Olive, Coconut Blend, Coconut Spray and Organic Rapeseed variants, with an innovation pipeline in place.
Each variant is suited to different uses which are clearly identified on the tray and bottle – the Sun-Olive variant for example is ideal for frying and roasting. U:ME will launch with a full PR and digital campaign to support the brand, focused on de-mystifying oils and showing consumers how best to use the different variants.
Ria Joyce, Senior Marketing Manager for EOL at Princes Group said: “We know that consumers are growing ever more sophisticated in the way they cook at home, but the oils category can be a bit confusing. At the same time, the category is worth £345m[i] in the UK, so we wanted to develop innovative NPD which capitalises on the opportunity and fills the clear space for a brand which de-mystifies speciality oils. Through vibrant design and clear usage guidance on pack, we have created a range of oils that fills that gap in the market for a brand that helps consumers make sense of speciality oils.”
U:ME will launch in Tesco and on Amazon this week, with more retailers to follow, and will RRSP at £3 for one litre and £2 for the 500ml bottle.
 (Kantar Worldpanel 26.01.20)
[i] (Kantar Worldpanel 26.01.20)