DRZZL secures Whole Foods Market listing for two olive oils
DRZZL has secured its first retail listing with Whole Foods Market for its Kitchen and Table extra virgin olive oils. The launch will be followed in November by a takeover of Whole Foods Market High Street Kensington’s window under the COOK PROPERLY campaign to teach shoppers usage.
DRZZL’s Kitchen oil is intended for cooking and the Table oil for dressing, a distinction rooted in founder Natalia Rudin’s experience teaching her audience of more than 1.5 million people—built through kitchen‑based cooking content—when and why to use each type of olive oil.
Before seeking retail distribution, DRZZL grew from Natalia Rudin’s cooking audience of more than 1.5 million people. She described the brand as being born from something she saw repeatedly – people are told to buy good olive oil, but rarely taught which oil to use, when, or why.
What we know
Rudin built an audience of more than 1.5 million people cooking from her own kitchen before launching DRZZL.
Rather than launching one all-purpose bottle, DRZZL created two extra virgin olive oils around two distinct jobs:
The launch will be followed in November by a takeover of Whole Foods Market High Street Kensington’s window under DRZZL’s COOK PROPERLY campaign — using the retail space not simply to advertise the bottles, but to teach shoppers how and when to use them.
In September, Whole Foods Market opened applications for its UK Q4 2026 Pitch Day, where 54 emerging brands will receive the opportunity to pitch directly to its buying teams.
DRZZL, an olive oil brand founded by cook and creator Natalia Rudin, has secured its first major retail listing with Whole Foods Market.