Yorkshire’s Original (Yors) rapeseed oil is consolidating supermarket success with new listings across Tesco hypermarkets nationally this week (Jan 27, 2014).
The Wharfedale producer will have its Chilli and Smoked Oil infused 500 ml bottles on shelves in 143 and 146 stores respectively alongside its Yors original 500 ml.
The listing is an endorsement that the Kilby family have won the trust of the supermarket giant following a six year relationship that has seen rapeseed oil gain market share from olive oil.
Celebrity chef backing for the healthier UK produced cooking oil has helped drive sales of rapeseed up with Tesco showing a 60 per cent increase in 2013 with demand up 11.5 per cent across all producers in the year to June 2013.
The products on offer are all pressed and bottled on site on the Kilby family farm near Wetherby.
With health benefits boasting half the saturated fat of olive oil and high levels of Omega 3 and Vitamin E the industry as whole has been able to capitalize on the UK consumer drive for quality over quantity.
Celebrity chef endorsements, including James Martin and Jamie Oliver, have helped boost sales of rapeseed as a culinary staple for good quality cooking leading to more shelf space instores.
Sallyann Kilby, producer of Yors said: “We have worked hard with Tesco over the years to establish ourselves as a reliable producer and supplier of a top quality home grown product. It is in keeping with their commitment to source more food locally.
“We have prided ourselves on being able to respond to retailers supply chain needs as well as good quality produce.
“This new listings will give us broader exposure across more stores. The two new listings are not going into the same stores so we will enjoy greater exposure.
“Consumers are starting to appreciate the health benefits as well as the flexibility it offers them across their food preparation.
Yors is now available nationwide at Tesco and regionally in other leading supermarkets including Morrisons, Waitrose, Asda and Booths.