The team at a North Yorkshire rapeseed oil business has refreshed its range with a fresh look, new products and new pack sizes following consumer feedback.

In a bid to communicate provenance and usage suggestions, the team at Thixendale based Yorkshire Rapeseed Oil have made several changes to the 14 year old brand of award-winning oils, dressings and mayonnaise.

“Following the results of a customer questionnaire, we have redesigned labels with clearer messaging that give customers usage inspiration and highlights the provenance of our home pressed rapeseed oil based products. We have also addressed the waste issue highlighted by customers by reducing the size of certain lines and we have introduced new products and reformulated recipes,” said Jason Thompson, who is responsible for recipe development.

Yorkshire Rapeseed Oil’s Lemon Mayonnaise is one of the first products to launch with a new look, smaller size and a new recipe that was awarded a coveted two stars in the Great Taste Awards 2021. The judges feedback included: “Rich golden mayonnaise with a wonderful fresh citrus aroma….The smooth creamy mouthfeel releases a very balanced clean fresh flavour of lemon mayonnaise…. This has been made with finesse, so all the different ingredients are working in harmony to produce an excellent classic lemon mayonnaise.”

In the Yorkshire Rapeseed Oil Deli Oils range, there is a new 250ml Rosemary and Sea Salt Oil for roasting, sizzling and base oil for sauces, and the Basil Oil and Chilli and Spice Oil have both been reformulated with new improved recipes.

Yorkshire Rapeseed Oil’s Marketing Manager, Jennie Palmer outlined the rationale for the brand refresh: “Thanks to the support from our customers, the Yorkshire Rapeseed Oil brand has grown well, both in our Yorkshire heartland and further afield, since we launched in 2008.

“Following consumer research, we concluded that there was an opportunity to refresh our packaging and range in order to reinforce our provenance and to engage consumers via storytelling and usage suggestions.”

Yorkshire Rapeseed Oil products are available from selected farm shops, delis and independents and online at yorkshirerapeseedoil.co.uk. The oils are suitable for vegans and vegetarians and are free from gluten, and the mayos are gluten free and suitable for vegetarians.

Yorkshire Rapeseed Oil is pressed and bottled on the Palmer family farm on the Yorkshire Wolds.