Rain, Sizzle, and Now Frizzle. Graza Introduces New High-Temperature Cooking Oil in Spray Bottle Style.
In the realm of grocery packaging design, Graza serves as a modern-day pioneer. Known more for its signature green squeeze bottles than its olive oil, the company has garnered a $240 million valuation in under three years of operation, according to its CEO Andrew Benin. The brand's straightforward branding, including labeling its varieties as "Drizzle" for finishing dishes and "Sizzle" for sautéing, has gained traction among consumers, who appreciate the lack of kitchen guesswork.
Today, Graza introduces its third variety: "Frizzle." This high-heat cooking oil is uniquely designed for frying, grilling, and baking. Unlike Drizzle and Sizzle, Frizzle is derived from the press residue of the former two oils, which undergoes a refinement process to increase its smoke point, resulting in a neutral-tasting oil perfect for high-heat applications.
Graza's production process distinguishes Frizzle from traditional olive pomace oil. The olive remnants undergo a second roller coaster in the centrifuge to extract the remaining liquid gold. The high smoke point of Frizzle makes it an ideal choice for cooking in cast iron, woks, and on the grill without imparting an unwanted olive oil flavor.
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Andrew Benin, the cofounder and CEO of Graza, has a deep love for olive oil. His frequent trips to Spain and encounters with exquisite Picual olive oil ignited a passion for the product. Graza's vision is to provide high-quality olive oil at an accessible price point, avoiding an overly aspirational approach.
The innovative packaging of Graza's products has also played a significant role in its success. The green squeeze bottles that have become synonymous with the brand are designed to double as functional kitchen tools. Graza's packaging is an opaque bottle to prevent degradation of the oil's quality due to light exposure. This unconventional approach has set the brand apart from competitors and inspired a wave of imitators.
Graza's partnership with Whole Foods Market also contributes to its success. The natural grocer, known for its extra virgin olive oil selection, has never carried a 'bag-in-box' olive oil or an olive pomace oil until now. Graza's expanded product offerings and increasingly functional packaging formats further strengthen its collaboration with Whole Foods Market.
References:[1] Wiley, M. (2021, May 15). Graza Launches Frizzle, a New High-Heat Cooking Oil for Frying and Grilling. Food & Wine. Retrieved from https://www.foodandwine.com/news/graza-launches-frizzle-high-heat-cooking-olive-oil[2] Grocery Dive. (2021, May 17). Graza doubles product offerings, says olive oil remains 'underrated' packaging option. Grocery Dive. Retrieved from https://www.grocerydive.com/news/graza-olive-oil-frizzle-whole-foods-store-launch/686454/[3] Grocery Dive. (2021, May 15). Graza launches new high-heat frying oil to combat 'disconnectedness' around olive oil. Grocery Dive. Retrieved from https://www.grocerydive.com/news/graza-frizzle-olive-oil-high-heat/686328/
- Graza's new product, Frizzle, is a high-heat cooking oil designed for frying, grilling, and baking, emerging from the press residue of its previous oils and undergoing a refinement process.
- In contrast to Drizzle and Sizzle, Frizzle has a high smoke point, allowing it to be used for high-temperature cooking without imparting an olive oil flavor, making it perfect for cast iron, woks, and grills.
- Graza's innovative oil production process sets it apart from traditional olive pomace oil, as the olive remnants undergo a second centrifugation to extract the remaining liquid gold.
- The brand's Ceo, Andrew Benin, reveals that Graza's mission is to provide high-quality olive oil at an affordable price while avoiding an overly aspirational approach.
- Graza has expanded its product offerings and packaging formats with the addition of Frizzle, and its partnership with Whole Foods Market further strengthens their collaboration, now carrying Graza's 'bag-in-box' olive oil and olive pomace oil.
- Graza's green squeeze bottles, a symbol of the brand, not only serve their signature olive oils but also double as functional kitchen tools, creating a unique selling point for the company in the competitive grocery market.
- The company's packaging, which features an opaque bottle to maintain oil quality due to light exposure, has contributed to its success in the market and inspired imitators in the olive oil industry, facing criticism for the negative impact of refining processes on the brand's environmental profile.
