Suffolk rapeseed oil producer Hillfarm Oils has unveiled a visual identity that it hopes will resonate with a new generation of consumers, retailers and chefs who demand both quality and provenance from their ingredients.
Martin Westhorp, the company’s managing director, described the new design as “a bold step forward” that reflects both the brand’s heritage and its future ambitions.
“Every element of our new identity, from the refined aesthetic to the storytelling behind our brand, reinforces our commitment to homegrown quality,” he told FFD.
“The visual identity is modern and striking, but the message remains the same – every bottle of Hillfarm oil is fully traceable, produced with sustainable farming practices, representing the best of British agriculture.”
Alongside the redesign, Hillfarm is launching refill pouches for its extra virgin cold-pressed rapeseed oil and introducing a new range of infused oils: Rich White Garlic, Fiery Smoked Chilli, Smoky Oak & Applewood and Rich Black Truffle.
“The refill packs are designed with sustainability in mind, producing approximately 15 times less carbon than glass bottles. This significant reduction is due to lower packaging material usage and decreased transportation weight,” said Westhorp.
The refresh comes at a time when educating consumers about provenance and sustainability is more important than ever before, according to Westhorp:
“On one hand, rising olive oil prices have driven consumers to seek out high quality alternatives, which has been a positive for British rapeseed oil. However, the broader category has been impacted by misleading narratives around seed oils, which often fail to differentiate between industrially processed oils and premium, cold-pressed varieties like ours. The key for us is education, helping consumers understand that Hillfarm extra virgin cold-pressed rapeseed oil is a completely natural product, packed with omega-3 and made using the same traditional methods as the best extra virgin olive oils. It’s about changing perceptions and reinforcing the value of homegrown, minimally processed culinary oils.”
E-commerce is Hillfarm Oil’s initial focus for the rollout, with the new livery available through wholesale channels from 2026.
This article first appeared in the April 2025 issue of Fine Food Digest.
