The Product

Bertolli, the world's No. 1 olive oil brand by retail value, is entering the blended cooking-oil segment with a new Canola + Olive Oil Healthy Blend — an 85% canola, 15% olive oil formulation designed to lower the entry barrier for households that still reach for straight canola at the grocery shelf. The product is now on shelves at Kroger locations nationwide in a 25.36-oz. squeeze bottle and a 50.72-oz. family-size bottle, with retail prices starting at $6.99. Both sizes are also available on Amazon, and parent company Deoleo says additional retail distribution is coming.

Why It Matters

The market gap Deoleo is targeting is substantial. Internal panel data from Circana show that 43% of U.S. households did not purchase olive oil in the 52 weeks ending July 12, 2026 — a figure the company attributes to price sensitivity, unfamiliar flavor profiles, and uncertainty about high-heat cooking technique. Rather than trying to convert those shoppers directly to a pure olive oil, the blend strategy meets canola users where they are: familiar neutral taste, comparable high-heat performance, and a lower price point than premium single-varietal olive oils.

The formulation delivers omega-3 ALA and vitamin E and is suited for sautéing, roasting, and baking — the same everyday applications that dominate canola-oil usage occasions. For convenience and grocery operators already running a healthy-eating or Mediterranean-diet endcap program, the blend could serve as a natural bridge SKU positioned between commodity canola and higher-margin pure olive oils.

Retail & Operator Angle

For c-store buyers and category managers tracking the edible-oils set, the Bertolli blend signals a broader trade-up play in the cooking-oil aisle. The segment has seen sustained pressure from elevated olive oil prices tied to European harvest shortfalls, which pushed some shoppers back to canola. A blended product at a mid-tier price point could recapture that drift without requiring a full olive-oil commitment from the consumer.

"With Bertolli Canola + Olive Oil, we're making those benefits more accessible to millions of households that have yet to embrace olive oil in their everyday cooking," said Thierry Moyroud, CEO of Deoleo North America and LATAM. "We believe growing the olive oil category starts by making that first step easier."

The launch is supported by a consumer campaign branded "Bring the Oomph," framed around making routine meals more flavorful. For operators managing a limited grocery or general-merchandise set — common in larger-format travel centers and superstore-adjacent c-stores — the SKU's dual-channel availability (Kroger and Amazon) and accessible price floor give it reasonable velocity potential without heavy promotional support.

Bertolli's positioning as the top-selling olive oil brand in more than 40 countries gives the blend instant shelf credibility, an asset that matters in the increasingly competitive cooking-oil and healthy-fats segment where private-label canola and avocado-oil entrants are crowding the center of the aisle. Category managers tracking the foodservice and grab-and-go oil applications may also find blended formats relevant as operators seek cost-effective ways to promote Mediterranean-inspired menu items.

Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.