Gordon Ramsay believes the days of arriving at a dinner party with a bottle of wine may be numbered.
Speaking to Good Food at the launch of his new premium olive oil brand, Krude, the chef discussed how high-quality olive oil is quickly becoming the latest hosting essential — especially among younger food lovers. Whereas once guests would turn up with a bottle of wine or gin, Ramsay comments “I was looking at Tilly [his daughter] last week going to a friend’s 25th birthday party and she’s taking a litre of olive oil. And that’s how they want to live.” The perfect time then to be releasing his very own olive oils into the world.
Krude, which launched on 21 May, is Ramsay’s latest venture alongside Ben and Elle Caring, the owners of rosé brand Lady A. The collection includes seven olive oils starting from £13, including chilli, garlic, lemon and basil-infused varieties, as well as two “nude” extra virgin olive oils designed for cooking and finishing.
The launch taps into the growing popularity of premium olive oil, which has increasingly become a lifestyle product thanks to social media and growing interest in restaurant-quality ingredients at home. In recent years, design-led olive oil brands such as Graza, Glug and YiaYia have exploded, with aesthetically packaged oils becoming fixtures in curated kitchens. Much like natural wine, flavoured gins or speciality coffee before it, olive oil has increasingly become a foodie status symbol.
Ramsay is not the first chef to turn his Michelin skills to products home cooks can use too – joining the likes of Angela Hartnett’s Italian treats at Waitrose, Tom Kerridge ready meals at M&S and Made in Oldstead hampers and unique pantry essentials from chef Tommy Banks. And while Ramsay is known for his famously exacting standards in professional kitchens, he says olive oil is one ingredient that can instantly elevate home cooking without requiring technical skill. No Michelin stars needed here: “You can eat like a chef without having to cook like one,” is the new promise of Krude.
The launch of Krude has been nearly two years in the making, with multiple rounds of taste-testing before the oils could receive Ramsay’s approval. The idea came to him from co-founder Ben Caring, who had a farm in Andalusia to use and sent the first oil to Ramsay to try. “We’ve challenged everything,” he said. “How it’s made, how it’s packaged, how it performs.”
The Michelin-level chef was particularly passionate about avoiding the plastic squeezy bottle often seen on olive oil shelves, everywhere from premium brands to M&S own-range oils. Instead, Krude comes packaged in retro-inspired metal tins designed to protect the oil from UV light and oxidation. “There’s a little bit of nostalgia,” Ramsay explained. “Growing up in my grandad’s garage, there were cans of oil everywhere.” Sustainability was a factor too – doing away with plastic, while being lighter with a lower carbon footprint than glass.
The distinctive packaging may look playful, but quality was the driving force behind every decision. The oils are cold-extracted and fully traceable to family-run farms in Spain, while the infused varieties are created by pressing fresh ingredients directly alongside the olives, rather than adding flavour afterwards. Flavours were chosen based on what is most useful in cooking, whether you’re adding a drizzle to cocktails, over salads or cooking your main course: ‘I don’t want to come up with 25 different flavours’, says Gordon. Ingredients to infuse the oils are carefully sourced from around the world – think fragrant French basil, lemons from Sicily and red pepper from Morocco.
The chef also revealed some of his favourite ways to use the oils — including drizzling olive oil over soft serve ice cream. “We did a soft serve last night,” he said. “Just a bit of olive oil and lemon and everything starts popping.”
Alongside desserts, Ramsay said the oils are increasingly being used tableside in restaurants to finish dishes, adding that “that’s how refined things have become” in the world of olive oil. As for what instantly ruins a restaurant meal for him? According to Ramsay, it comes down to seasoning. “The first mouthful of that starter,” he said. “If it’s under-seasoned, you know you’re in for a rough ride.” And one final pet peeve? “When customers pick up salt and pepper before they’ve even tasted the food,” he laughed. “That’s tragic.”
