Olive Branch extends with The Greek Kitchen brand
Olive Branch has created a sister brand, The Greek Kitchen, which will see the company expand its offer beyond olive-based products and into traditional foods from across Greece.
While an everyday extra virgin olive oil will feature under The Greek Kitchen label, it is also launching with three raw honeys: wild thyme & multifloral, orange blossom and pine.
“We feel the time is right for us, as a business, to explore Greece much further,” co-founder Kamil Shah told FFD.
“We already have really good relationships with fantastic producers so we feel there is an opportunity to bring over some of these lovely items that are more familiar and what people expect to see when they see a Greek brand.”
Shah, who founded Olive Branch with his partner Maria Koinaki to commercialise her family’s olive groves on the island of Crete, said that The Greek Kitchen was about offering consumers the flavours they remembered from their holidays.
“When people travel to Greece the two things that they bring back in their cases are extra virgin olive oil and honey,” he said. “You’ll see that when you go to duty-free shops – the stores are over-stocked with these.”
All three of the honeys are produced using cold extraction, so they are raw and unfiltered, and have been selected to offer a range of flavour profiles, including the earthier notes of the pine variety and the sweet orange blossom honey.
They come in cases of 6x250g jars with a trade price of £3.49 per jar and an RRP of £4.99.
Like Olive Branch’s, The Greek Kitchen’s olive oil is from Crete but from a different cooperative in the west of the island.
“It has a different flavour profile which is slightly stronger and that makes it more suitable for everyday use,” said Shah. “It’s nice for cooking, whereas Olive Branch is great for finishing dishes and for dressings and dipping.”
Shah said that more products would be added to The Greek Kitchen line-up in due course while there will also be NPD for Olive Branch brand later this year.
The Greek Kitchen’s lines are available direct and via distributors Hider and The Gorgeous Food Co.