Nearly half of American households have never reached for olive oil — and Bertolli is betting a blended product can finally change that. Parent company Deoleo is rolling out Bertolli Canola + Olive Oil, a new Healthy Blend formulated at 85% canola oil and 15% Bertolli olive oil, available now at Kroger in two sizes and priced from $6.99.
The Product Case
Deoleo's own Circana panel data — covering 52 weeks ending July 12, 2026 — shows 43% of U.S. households do not use olive oil, citing price sensitivity, unfamiliar flavor profiles, and uncertainty around high-heat applications as the primary barriers. The blend is engineered to neutralize all three objections: canola's neutral taste and high smoke point carry the cook's experience, while the olive oil fraction delivers omega-3 ALA and vitamin E positioning under the 2025–2030 Dietary Guidelines framework. The SKU is available in a 25.36 fl. oz. squeeze bottle and a 50.72 fl. oz. family-size format, with broader retail distribution described as imminent.
"Bertolli Canola + Olive Oil was created for the millions of households that haven't yet started cooking with olive oil," said Maca Garau, Vice President of Marketing North America and LATAM at Deoleo. The company's "Bring the Oomph" campaign will support the launch, framing the blend as an accessible on-ramp rather than a trade-down from pure olive oil.
Category & Channel Context
For foodservice operators and retail buyers tracking cooking-oil trends, the launch signals a deliberate category-expansion play rather than a share-grab within the existing olive oil set. Thierry Moyroud, CEO of Deoleo North America and LATAM, framed it explicitly: "Growing the olive oil category starts by making that first step easier." That strategy mirrors moves seen in premium ingredient categories where blended or entry-level formats have successfully widened the consumer funnel before trading shoppers up to higher-margin pure products.
The Kroger-first rollout gives Deoleo a controlled distribution test across one of the largest U.S. grocery networks before a broader push. Amazon availability in both formats runs parallel, supporting the growing at-home cooking and direct-to-consumer channel that accelerated sharply post-pandemic. For foodservice distributors, the blend's high-heat versatility — suitable for sautéing, roasting, and baking — positions it as a potential candidate for back-of-house oil programs where operators seek health-forward claims without premium per-unit costs.
What's Next
Deoleo has not disclosed specific velocity targets or retailer expansion timelines beyond noting additional retail partners are forthcoming. The introductory price floor of $6.99 positions the blend below most pure extra-virgin olive oils but above commodity canola, a deliberate margin-bridge for retail buyers. Whether the format finds traction in foodservice channels — where operators increasingly field health-and-wellness menu claims — will depend on bulk-pack development and whether Deoleo extends the SKU lineup beyond the current two retail sizes.
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.
