By MICHAEL LANE
Olive Branch has taken an unusual sidestep into the preserves category with the launch of its new range of four jams made with its Cretan extra virgin olive oil.
The brand’s co-founder Kamil Shah told FFD the move is in keeping with the brand’s ethos of using olive oil for health reasons.
“The idea behind the product is it’s really good for you to have a spoonful of olive
oil in the morning,” he said. “In Greece mothers give it to their babies but, in all honesty, who in England is going to do that?”
Each 250g pot of the jam, which comes in strawberry, apricot, cherry and forest fruits, is 25% olive oil mixed with dried fruit and honey sourced from Cretan producers.
The jam is available direct from Olive Branch in mixed case of 12 jars (three of each flavour) for £36.00 (incl. delivery). Each jar has an RRP of £4.99.