In the world of culinary oils, Graza has carved out a niche following for its easy-to-use, vibrant packaging and its commitment to high-quality ingredients. Renowned for its two primary olive oil products—Sizzle, tailored for cooking, and Drizzle, perfect for garnishing—Graza has now taken a bold step forward by launching Frizzle, a dedicated high-heat olive oil. This exciting addition not only broadens Graza’s product suite but also signifies a response to consumer demand for healthier and more versatile cooking oils.
Frizzle stands out in a saturated market by boasting a unique composition: it is made from 100% olives without any additives or blending. With a smoke point reaching up to 490°F, it emerges as a safer alternative to many commonly used oils like canola or other seed oils, which have been under scrutiny for their health implications. Andrew Benin, Graza’s CEO and Co-Founder, identified Frizzle as a “high heat kitchen hero,” emphasizing its role in expanding Graza’s reach among home cooks looking for reliable, high-quality oils for frying, baking, and grilling.
The concept of single-origin olive oil caters to a growing demand for transparency in food sourcing. Consumers today are more inclined towards products that not only promise high quality but also tell a story—Frizzle does exactly that by utilizing leftover olive pomace from the production of Sizzle and Drizzle. This eco-conscious approach not only maximizes resource use but can also resonate with sustainability-minded customers, giving them an additional reason to choose Frizzle over traditional oils.
A defining feature of Graza’s products is their distinctive squeeze bottle design, which allows for controlled dispensing and a convenience that is appreciated both in home kitchens and professional environments. Whether cooking up a storm in a hot pan or adding a finishing touch to roasted vegetables, the packaging facilitates ease-of-use, eliminating mess and waste. Graza has cleverly expanded its offerings with Frizzle, offering it in multiple sizes, including a handy 5 oz spray bottle for grilling and a 2L jug for bulk use.
This thoughtful approach to packaging mirrors the trends seen in other culinary brands. Companies such as Chefs Life and Chosen Foods are also investing in innovative bottle designs, underscoring a shift towards user-centric products that can simplify the cooking process. By catering to various consumer needs through versatile packaging and product sizing, Graza is positioning itself as a leader in the olive oil market.
Graza’s introduction of Frizzle comes at a pivotal moment—consumers globally are increasingly looking for healthier cooking alternatives. The shift away from processed seed oils has spurred brands to innovate, leading to a demand for oils that are not just healthier but also versatile. Brooke Gil, a Principal Category Merchant at Whole Foods Market, articulated this need by highlighting Frizzle’s potential to fill a gap in high-heat cooking options while simultaneously providing flavor and performance.
By making Frizzle available at Whole Foods and through its online shop, Graza is making strides in distributing products that align with modern culinary practices. The $53 trio set, which includes Sizzle, Drizzle, and Frizzle, represents value and allows customers to explore the brand’s full offerings, thus encouraging experimentations in the kitchen.
With the launch of Frizzle, Graza is not only diversifying its product portfolio but is also setting a new standard for olive oils designed for high-heat cooking. As more consumers become health-conscious and seek quality ingredients, Graza’s innovative approach may very well lead the way for several other brands to follow suit in redefining the cooking oil landscape. By appealing to those desiring healthy, high-quality, and sustainable cooking options, Graza has taken a significant step that could change the way we think about cooking oils in contemporary kitchens. As the culinary world continues to evolve, it will be fascinating to observe how brands like Graza adapt and inspire new cooking trends.