Graza, a leading olive oil brand, has made a significant stride in sustainability with its innovative nitrogen-sealed 'aluminium beer can' refills. This unique packaging method, a first in the industry, ensures the quality of the oil remains uncompromised, setting it apart from traditional packaging options.
The minds behind Graza, Andrew Benin and Allen Dushi, identified a crucial gap in the industry: the absence of a high-quality olive oil refill option. They observed that traditional large-bulk containers often lead to rapid oxidation, compromising the quality of the olive oil.
The concept of the nitrogen-sealed 'aluminium beer can' refills was born out of a mission by Benin and Dushi to develop a refillable solution that would preserve the integrity of their extra virgin olive oil (EVOO). This solution, perfectly tailored for Graza's pioneering squeeze bottles, not only maintains the quality of the oil but also offers a sustainable and eco-friendly packaging option.
"We've been dreaming up our second innovation in the olive oil category since we launched in January of 2022. Having the support of a world-class retail supplier in Whole Foods Market is a superpower. We are excited to bring our perfectly-portioned beer can refills to Whole Foods Market shelves, empowering customers to procure Graza EVOO that has been nitrogen-sealed for maximum freshness in a lightweight and fully recyclable can," stated Graza CEO and Co-Founder, Andrew Benin.
Graza introduces an expanded range featuring the Sizzle "Refill" Cooking EVOO and Drizzle "Refill" Finishing EVOO. This advancement allows existing Graza customers to refill their Graza Squeeze Bottles conveniently. Additionally, for those who prefer to use their own olive oil carafes, 100 per cent recyclable Graza refills are now available for purchase, enabling customers to enjoy Graza quality at home.
"We have been champions of the Graza brand since they came to market two years ago, so when Andrew and Allen told us they wanted to create an EVOO refill solution, we were immediately onboard. The beer cans are such a creative way to execute something that almost every kitchen has, and as their leading retailer we're excited to bring this innovation to our customers," added Brooke Gil, Principal Category Merchant of Olive Oil at Whole Foods Market.
"You might be wondering: why the beer can format? Apart from being made from 100% recyclable aluminium, the beer can is a culturally celebrated and familiar vessel, providing Americans with joyous beverage experiences from seltzer, soda, and beer, to non-alcoholic beverages. "Emotional resonance is high. Plus, EVOO beer cans are lightweight, providing optimal shipping conditions that keep costs as low as possible for our customers. Beer cans are also 100% opaque, protecting our oil from the oxidative force of light," added Benin.
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