CHO America, the parent company of the Terra Delyssa olive oil brand, has announced the U.S. launch of its Organic Extra Virgin Olive Oil Refill Pouch. The product is debuting at The Fresh Market, available immediately alongside the brand's signature dark glass bottle to create a "complete refill ecosystem" on the shelf.
The launch responds to growing consumer demand for circular packaging solutions in the premium grocery sector. By offering a proprietary refill format, Terra Delyssa aims to retain customer loyalty through the lifecycle of the product—from the initial purchase of the glass vessel to subsequent replenishments.
Sustainability Metrics and Carbon Reduction
The refill pouch is positioned as a significant advancement in packaging efficiency for the oils and fats category, which traditionally relies on heavy glass or rigid plastic.
Key Sustainability Data:
Packaging Weight: Uses 96% less packaging by weight compared to traditional glass bottles.
Carbon Footprint: Delivers a 60% lower carbon footprint, contributing to the brand's roadmap toward Net Zero by 2040.
Design and Quality Assurance
Unlike generic refill options, this pouch is engineered specifically for the Terra Delyssa ecosystem. It features a "no-funnel" design that fits perfectly with the brand's glass bottles to ensure a mess-free transfer—a critical pain point in the refill user experience.
To maintain the integrity of the single-origin, organic oil, the pouch utilises opaque, food-grade materials. This protects the product from light exposure (photo-oxidation), preserving the low acidity and flavour profile for which the brand is known.
Consumer-Led Innovation
Wajih Rekik, CEO of CHO America, emphasised that the innovation was driven directly by customer feedback regarding waste.
"This innovation started with our consumers," Rekik stated.
"They told us they loved our olive oil and our glass bottle—and they wanted a way to keep using it, not throw it away. The refill pouch is our answer: it lets people reuse their Terra Delyssa bottle, reduce packaging waste and carbon impact, and still enjoy the same organic, single-origin extra virgin olive oil they trust."
Market Validation
While new to the U.S. market, the format has already been validated in Europe, where it was recognised as Product of the Year in France. This proven appeal suggests a strong potential for adoption among American shoppers who are increasingly prioritising sustainable packaging in their grocery choices.
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