Graza Launches Olive Oil in Squeezable Bottles

Single-origin olive oil brand Graza is carving out a niche spot in a crowded category with premium extra-virgin olive oil products available at an affordable price point and in easy-to-use squeeze bottles, a packaging first for the category, said co-founder Andrew Benin.  
Using only Picual olives, a variety not widely used in the US olive oil market, from a supplier in the Andalusia region of Spain, Benin and COO and co-founder Allen Dushi set out to create an affordable, high quality extra-virgin olive oil. Its first two products are Sizzle and Drizzle which are priced at $15 for a 16.9-fluid-ounce bottle and $20 for a 25.3-fluid-ounce bottle, respectively.  The company plans to launch a third product, ‘Frizzle’, which will be the company’s most affordable cooking oil option designed to compete directly with canola and vegetable oil. 
Determined not to be yet another olive oil brand on the shelf, Benin and Dushi knew their packaging had to not only stand out but be completely unprecedented for the category.  So, the two settled on an opaque (to protect the oil from light) squeeze bottle which is meant to make cooking a breeze for any level chef.  The brand is currently on the shelves at Yowie, a hip Philadelphia-based design store and at James Beard-nominated restaurant Suerte in Austin, Texas.