Through the doors of Mintel today (for our New Products Database) we saw this Olive Oil from Portugal launched under the Fula brand. It’s a vegetable oil formulated with essential oils derived from aromatic herbs, but these are not included for enhancing taste, but for reducing unpleasant frying smells in the kitchen.

Not only that but they’ve gone as far as to state on pack that ‘9 out of 10 consumers think that the product prevented frying odour’. Great example of the ‘Prove it’ trend we’ve seen develop over the previous year.

Essential oils don’t just have to be in beauty products anymore as this product clearly shows.