Good Phats and Tyler Butt: a closer look at the latest collab

The collab

Good Phats has teamed up with cooking content creator Tyler Butt for a month-long promotional challenge inside his paid recipe community, Salty Flavours Club. Last November, members were invited to cook three recipes from the app, photograph them, and share one to Instagram for a chance to win Good Phats product bundles. More recently Good Phats have been running ads featuring Tyler on other platforms, like Facebook.

The collaboration makes sense on paper. Tyler Butt has built a following of roughly 1.6 million on TikTok and over a million on Instagram around family-orientated home cooking with a nutrition slant. His audience is exactly the sort that are looking into more health focused branding - which is the territory Good Phats has staked out for itself since launching in 2024.

That same overlap is, however, where the issues start.

What Good Phats does well

To be fair to Good Phats, there are some things to like about the range. The Italian Extra Virgin Olive Oil is a single-variety Coratina from Puglia - Coratina being one of the higher-polyphenol cultivars naturally - which is a step up from the multi-varietal blends that lower quality producers tend to rely on. The Spanish bottle is a Picual and Hojiblanca blend from Andalucía, both reputable Spanish varieties. The bottles are dark to protect the oil from light, the brand is a Certified B Corporation, and the oil is now fairly accessible through Sainsbury's, Waitrose and Ocado.

The pricing is on the expensive side, but not at extortionate levels we have seen from other brands. The Spanish 500ml retails at £19.95 (£3.99 per 100ml) and the Italian at £14.95 (£2.99 per 100ml) - so this is firmly marketed as a premium supermarket olive oil.

The missing polyphenol number

Where Good Phats falls short is in the area you would expect a brand selling on health credentials to lead with. The product pages for the Italian oil repeatedly reference "high polyphenols" - but at the time of writing (May 2026) we have not been able to find an actual polyphenol mg/Kg figure published anywhere on the Good Phats website, retail listings, or product packaging.

This matters. As we've covered in our ultimate guide to assessing olive oil quality, the polyphenol number is the single most important data point for anyone buying an oil for its health properties. "Peppery taste" is a rough sensory proxy for polyphenol content, but it is not a substitute for a lab-tested figure - and it is certainly not the basis on which a health-conscious consumer should be making their purchasing decision.

For comparison, the producers we list on the website all publish a specific polyphenol mg/Kg figure that has been independently tested:

1. ONSURI Arbequina - 1504 mg/Kg
2. OlvLimits Green Machine - 1378 mg/Kg
3. Opus Oléa - 632 mg/Kg

Without a published number, you have no way of knowing whether the Good Phats oil is sitting at 250 mg/Kg, 500 mg/Kg, or above 750 mg/Kg like some of the oils we list. For an oil being marketed at a health-conscious audience by a nutrition focused influencer, that is a significant gap.

No third-party Certificate of Analysis

Tied to the above, we have not been able to find a publicly available Certificate of Analysis (COA) for any of the Good Phats oils. As we covered in our Ancient Roots write-up, a high quality polyphenol olive oil should come with a lab certificate detailing the levels of each individual polyphenol in the oil. The producers we list - November, ONSURI, Opus Oléa, OlvLimits, and the rest - all make this information available in some form so that the consumer can verify the claims on the bottle. We would expect the same from a brand positioning itself as a premium, health-focused product.

There is also no harvest date or free fatty acidity (FFA) value visible on the consumer-facing pages. Both are basic markers of oil freshness and quality that, again, the producers we recommend publish as standard.

Marketing momentum vs. data

This is really the broader pattern worth noting. Good Phats has built up an impressive amount of marketing momentum in a short space of time - founder Tom Redwood told Just Food that revenues are expected to approach £3m in the brand's first full year, with a target of £5m+ in 2026 and ambitions to grow to £20m. The Tyler Butt partnership is one of several routes the brand is using to reach the consumers who increasingly drive that growth: home cooks who care about ingredient quality and are receptive to influencer recommendations.

There is nothing wrong with influencer-led marketing in itself, this very website is involved in promoting quality brands too (albeit with much larger focus on data and scientific study). The concern is when the marketing layer (squeezy bottles, branded sprays, and paid community challenges) gets ahead of the data layer (polyphenol content, COAs, harvest dates, FFA values) - because it puts the consumer in a position of having to trust the branding rather than verify the substance. As we argued back in August, this has unfortunately become a recurring pattern with newer "health-focused" olive oil brands.

Our recommendation

Good Phats is by no means the worst example we've covered - the Italian Coratina sourcing in particular is a genuine positive, and the brand is far more transparent about where the olives come from than several of the brands we have written about previously. But until they start publishing the basic data (polyphenol mg/Kg, COA, harvest date, FFA), we don't think it makes sense to position their oil as a health purchase rather than just a nicely-branded supermarket EVOO. And as such, similar to Ancient Roots, the oil does not meet the requirements to be listed on our website.

If you are buying olive oil specifically for the polyphenols, the better value sits with producers who put the numbers on the page. For the latest 25/26 harvest, ONSURI's Arbequina has reached 1504 mg/Kg - genuinely high polyphenol territory, with a full lab certificate to back it up. If you’re interested in this, you can use our exclusive code HIGHPOLYPHENOL for 5% off at ONSURI.

If on the other hand you're newer to high polyphenol oils and want a milder, more approachable flavour, Opus Oléa is a reliable starting point.

A fresh, vibrantly branded option (but with the data to back up the oil quality) that sits in the middle of the two values above would be OlvLimits.