Bertolli taps into better-for-you, quick cooking trends with olive oil spray for air fryers
The Bertolli Olive Oil for Air Fryers is a non-aerosol spray with zero propellants and is available at Albertsons, Meijer, Save Mart and Giant Food stores and other retailers. The product contains zero calories, fat, sodium or carbohydrates per 0.25 gram serving, equivalent to a 1/3 second spray.
The product is the latest in Bertolli's olive oil sprays portfolio, which includes Balsamic Vinegar, Extra Virgin Olive Oil and other sprays.
Counteracting the ‘belief in the US that olive oil is not suitable for high temperatures’
Bertolli developed the product to tap into the growing use of air fryers and counteract the misconception that olive oil cannot be used for high-temperature cooking, Garau explained. Bertolli Olive Oil for Air Fryers even features a “suitable for high temperature“ callout on the front of its package.
“Air fryers are a rising trend lately. So, we really wanted to make a product that would be specifically for this use, but at the same time, that could allow us to use this product as an educational tool because there is a widespread belief in the US that olive oil is not suitable for high temperatures, and it is,” Garau said.
Through its new product offerings, like the air fryer spray, Bertolli wants to increase the penetration of olive oil by creating products that easily can be incorporated into cooking in the US, she noted. Previously, Garau worked in Deoleo's Spain division where olive oil has greater market penetration in the region.
“In Spain, the penetration of olive oil is almost 100%. It is like 96%, so basically everybody uses olive oil,” she said. “In the US, [olive oil] has come a long way [in] three years, but still penetration is much lower. It is around 50%, and that is what we are trying to do. We are trying to get the American consumer to enjoy all the benefits of olive oil and add ... it to daily meals.”
Bertolli to celebrate 160 years in 2025
As it rolls out the air fryer spray, Bertolli is promoting the product online and in-store, possibly through cross-promotions with air fryer manufacturers, Garau noted.
Additionally, Bertolli will launch some beginning-of-the-year marketing campaigns designed to highlight the health benefits of olive oil and a larger campaign celebrating a major anniversary later in 2025, she said.
“One of the huge milestones we have for next year is that Bertolli is turning 160, so we are preparing all the celebrations around that. 160 years is a lot for a brand, and it should not pass unnoticed. So, we really want to support the brand and celebrate with all our consumers,” she added.
