BERTOLLI USA IS ADDING SOFTER OLIVE OIL TO LINE

RICHARD TURCSIK

NEW YORK -- Bertolli USA here is introducing a new extra virgin olive oil that has a softer flavor.

Marketed under the name Gentile al Palato -- Italian for "gentle for the palate" -- the new oil has been sold in Europe for several years.

Gentile al Palato is currently being shown to retailers and should be appearing on store shelves in early July. It is packaged in a dark green glass bottle, which shields out harmful ultraviolet light that can break down the oil and affect its taste.

Bertolli will be advertising Gentile al Palato in August in trade magazines, epicurean consumer magazines, and eventually radio and television commercials during cooking shows.