DRZZL, an olive oil brand founded by cook and creator Natalia Rudin, has secured its first major retail listing with Whole Foods Market.

Rudin built an audience of more than 1.5 million people cooking from her own kitchen before launching DRZZL. 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.

Rather than launching one all-purpose bottle, DRZZL created two extra virgin olive oils around two distinct jobs:

Kitchen — for cooking.
Table — for dressing.

Both are now rolling out into Whole Foods Market stores, as the brand moves from DTC into physical retail.

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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.

Rudin said there’s a wider story here around a creator-founded business making the move into grocery retail, as well as DRZZL’s attempt to simplify what can be a confusing olive oil category. She aimed to focus on usage rather than traditional provenance-led language.

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.