When olive oil brand Graza launched in 2022, it made quite the splash thanks to its unique squeeze bottle packaging and lovely labels, courtesy of Gander.
Graza’s success due in part to its packaging, a then novelty in the olive oil segment, led to other brands using squeeze bottles, and accusations on LinkedIn by CEO Andrew Benin of “blatant disrespect” over perceived copying of the format (with a prompt apology). That LinkedIn tirade prompted another discussion by olive oil snobs over even using plastic to package olive oil and how the material can be detrimental to taste.
Since Benin’s LinkedIn rant and extension of an olive branch to Brightland, Graza has expanded beyond the squeeze bottle, adding refills in aluminum cans and dropping limited-edition ephemera like potato chips, granola, cocktails, and soap.
