Azalea Grapeseed Oil

The specialty oil segment within the cooking oil category is growing, and market research found the Azalea brand had the potential to further grow the category and its market share through a repositioning and product innovation.

The existing Azalea Grapeseed Oil bottle and label had remained unchanged for years, resulting in a lack of modernity and standout on-shelf. With research learnings identifying Azalea as a conceivable category leader in Grapeseed, a uniformed and contemporary look and feel for the brand would be necessary to gain permission to broaden the portfolio to other specialist and gourmet oil offerings. The only grapeseed oil brand in Woolworths, Azalea also had potential to draw in new grapeseed oil consumers and encourage the switch from other cooking oils.