JAW Studios launches DIRT, a high-polyphenol olive oil built to be talked about

JAW Studios, the venture studio behind Oshun, launched DIRT, an extra virgin olive oil positioned at the functional, high-polyphenol end of the category.

Made from early-harvest, cold-pressed Koroneiki olives grown organically in the Cretan mountains and certified by the Soil Association, DIRT is lab-certified at 1,450 mg/kg of polyphenols.

The oil is pitched for raw use, drizzled, shot neat or added to shakes, with citrus notes and a peppery finish.

Prior to the launch JAW co-founder Joe Welstead shared his three-step launch framework:

1. Validate future demand through trend and niche signals
2. Find your competitive edge
3. Design a social trigger into the product itself.

That last step is about making every marketing touchpoint work harder, so ad spend goes further because the product gets people talking.

DIRT's packaging is the proof. It ships in a cologne-style bottle that looks nothing like a supermarket oil, the same instinct that gave Oshun its distinctive bottle. For a studio model built on high output and low capex, design becomes the growth lever, turning the product into its own advertisement rather than paying to manufacture attention.

DIRT is available now, exclusively through Amazon UK.