New Pura organic oils launched
16 Jan 2010
The new Pura Organics range, which hits shelves this month, includes organic rapeseed and sunflower oils in recyclable PET bottles. Both products have secured the Soil Association Organic Standard certification.
Based on the strapline "cooking with nature", the new products will offer increased choice to cooking oil consumers and are suitable for all types of cooking including frying, roasting, grilling and basting. The launch will be supported by a consumer PR campaign.
Neil Brownbill, marketing director for Pura Organics, said: "More than two thirds of UK households buy seed oils but until now there has been a gap in the market for an organic tier of products.
"The new Pura Organics range will help to drive value growth into the category by offering choice to the growing number of consumers who want greater control over the way in which the food they eat is produced."
The Pura Organic Sunflower Oil and Organic Rapeseed Oil are available in 500ml bottles – a more compact size than regular seed oils – with an RRSP of £1.49.