Bertolli merges Italian heritage with clean-label functionality

In a strategic move to disrupt the traditional spreads category, Bertolli has announced the launch of Bertolli Spreadable with Butter and Olive Oil.

The new product represents a significant step for the brand, bringing a distinctive olive oil proposition into the butter category by combining taste, tradition, and a minimalist ingredient profile to appeal to modern consumers.

The launch aims to bridge the gap between premium taste and everyday functionality. By blending the brand’s established Mediterranean heritage with a clean, four-ingredient formulation, Bertolli is positioning the new spread as a versatile staple for cooking, baking, and spreading.

Streamlining ingredients for the premium market

As consumers increasingly scrutinise product labels, Bertolli’s formulation focuses heavily on simplicity. The new spreadable tub is crafted from just four core ingredients:

• Dairy butter (57%) for a rich, traditional flavour base.

• Olive oil (23%) to deliver a smooth, spreadable texture and Mediterranean appeal.

• A splash of water and a pinch of salt to balance the blend.

This minimalist approach allows the brand — which was founded in Tuscany, Italy, in 1865 — to leverage its 160-year history of Italian culinary tradition while offering a highly functional product for busy households.

Driving category innovation

The launch is designed to inject fresh energy into the competitive butter and spreads sector. According to the brand, the product represents a milestone that embodies the “soul of Italian living” by placing quality food at the centre of daily life. Its versatile nature is specifically targeted at home cooks looking for a reliable ingredient for diverse applications, from frying a comforting bowl of spaghetti bolognaise to preparing crunchy bruschetta.

Ian Hepburn, head of marketing UK & Ireland at Flora Food Group, highlighted the strategic importance of the launch for the trade: “The Bertolli Spreadable Butter & Olive Oil is a milestone for the brand, bringing a distinctive olive oil proposition into the butter category. It has been specifically developed to deliver a rich, creamy texture with a smooth buttery flavour, making it a versatile ingredient for cooking, baking and spreading. We’re excited to see it launch and look forward to consumers enjoying it.”

Rollout and pricing

To secure immediate volume and market penetration, Bertolli is utilising a phased rollout strategy across major UK multiples, supported by an aggressive introductory promotional pricing structure to encourage trial.

Following the initial launch in Tesco and Morrisons, further retailer listings are expected to follow as the brand expands its footprint across the category.