The team at Yorkshire rapeseed oil business, Yorkshire Rapeseed Oil has refreshed its range with a fresh look, new products and new pack sizes following consumer feedback.

In a bid to communicate provenance and make it easier for consumers to shop the fixture, the team have made several changes to the 14 year old brand, including:

  • Redesigned labels with clearer messaging that make the range easier to shop, give prospective customers usage inspiration and highlight the brand's provenance.
  • Smaller pack sizes of certain lines to avoid waste
  • New recipes

Yorkshire Rapeseed Oil's Lemon Mayonnaise is one of the first products to launch with a new pack size and a new recipe that was awarded a coveted two stars in the Great Taste Awards 2021. The pack size has been reduced from 300g to 190g following consumer research regarding packaging and waste and Great Taste judges described the versatile mayonnaise as "Rich golden mayonnaise with a wonderful fresh citrus aroma.

In the Yorkshire Rapeseed Oil deli oils range, there will be a new 250ml Rosemary and Sea Salt oil for roasting, sizzling and sauce-making, and the Basil Oil and Chilli and Spice Oil have both been reformulated with new improved recipes.

Marketing Manager, Jennie Palmer outlined the rationale for the brand refresh: "Thanks to the support from our trade customers, the Yorkshire Rapeseed Oil brand has grown well, both in our Yorkshire heartland and further afield, since we launched in 2008.

"Following consumer research, we concluded that there was an opportunity to refresh our packaging and range in order to reinforce our provenance and to engage consumers via storytelling and usage suggestions.

"We're very proud of the new look and range and are looking forward to seeing it on shelf soon."

Yorkshire Rapeseed Oil is pressed and bottled on the Palmer family farm on the Yorkshire Wolds. You can read the full story about Jennie and the business on our sister website digital edition or pick up a copy of the print edition.