Gordon Ramsay is entering the olive oil space with the launch of Krude, a new premium extra virgin olive oil brand designed to rethink one of the most overlooked essentials in modern kitchens.
Co-founded alongside Ben and Elle Caring, the team behind Soho House wine label Lady A, Krude approaches olive oil less like a pantry basic and more like a lifestyle product built around flavour, design and everyday ritual.
That shift is visible immediately. From the minimalist UV-protective metal can to the custom “Krude Kontrol” pouring spout, the packaging feels intentionally closer to luxury skincare or contemporary spirits branding than traditional supermarket olive oil. The goal is practical too, reducing exposure to light and oxygen to preserve flavour and quality.
But beyond aesthetics, the launch taps into a wider cultural shift around how people approach food at home. Increasingly, consumers are investing in elevated versions of everyday ingredients, products designed not only to cook with, but to build atmosphere and experience around daily living.
The collection launches with seven products split across two categories. The Infused Range includes Chilli, Garlic, Lemon and Basil oils created by cold-pressing fresh ingredients directly with early-harvest olives, rather than relying on artificial flavour infusion. Meanwhile, the Nude Range focuses on pure extra virgin olive oil designed specifically for either finishing or cooking.
Sourced from family-run farms in Spain and cold-extracted to preserve nutrients and flavour, the oils are naturally rich in polyphenols and positioned around the principles of Mediterranean-style eating.
More broadly, Krude feels designed for modern lifestyle culture as much as for cooking itself, the kind of product equally at home beside a dinner table, holiday kitchen, rooftop lunch, or late-night pasta ritual.
As Ramsay himself puts it:
“Olive oil shouldn’t be an afterthought; it should hit the plate with purpose.”
The Krude collection launches this May.
