In response to the growing demand for convenience without compromising on quality, Belazu has entered the fast-growing squeezy olive oil category with the launch of its chef-grade Picual Envero Extra Virgin Olive Oil. A long-standing favourite among Belazu’s restaurant customers, this Spanish olive oil is now available to home cooks, offering precision, control and exceptional flavour in a fully recyclable format.
Belazu’s research* shows premium food shoppers are building an increasingly sophisticated oil repertoire, using up to four different oils for different cooking moments, from everyday and cooking oils to premium finishing oils and infused oils, creating a clear opportunity for its new chef-ready squeezy Picual Envero EVOO.
Olive oil pricing is coming off two years of steep rises and is now settling, with shoppers trading up rather than down. Premium EVOO (£25+ per litre) is growing at 12% year-on-year at Ocado – faster than any other price tier in olive oil (Source: Ocado Beet, 52 weeks to July 2026). Squeezy formats for Extra Virgin Olive Oil already represent over £750,000 in annual sales at Ocado, Waitrose and Tesco combined, almost entirely new within the last year (Source: Beet & Dunnhumby 12 months to July 2026).
Made from the Picual olive variety, the oil is prized for its naturally high polyphenol content and bold, peppery profile. Harvested at the ‘envero’ stage, when the olives are at optimal maturity, the oil is cold-extracted within hours to preserve its aromatic intensity and natural properties.
The result is a vibrant, full-bodied oil with notes of ripe fruit and fresh herbs, balanced by Picual’s signature peppery finish. It is versatile, robust and ideal for drizzling, finishing and everyday cooking.
A Belazu spokesperson said: “We’re seeing shoppers become much more discerning about extra virgin olive oil. They are not only looking for quality and provenance but also thinking differently about how they use it in the kitchen. Good EVOO isn’t just a finishing ingredient; chefs use it to build flavour from the very start of cooking through to the final dish. Envero brings that professional kitchen behaviour into the home. Chefs have used squeezy bottles for years because they offer speed, control and precision, so we’ve combined that functionality with a premium Picual extra virgin olive oil. The olives are picked at envero, as they begin to change from green to purple, giving the oil a fresh, fruity and characteristically peppery flavour. It’s about making premium EVOO easier and more instinctive to use every day.”
Favoured in high-tempo professional kitchens where quality and performance are critical, the squeezy format allows for controlled pouring while reducing the exposure to light and air. This helps preserve the oil’s freshness and flavour from first to last use.
As with all extra virgin olive oils, store in a cool, dark place to maintain quality for longer.
