Graza is giving its iconic olive oil packaging a makeover—and fueling fresh obsession among its fans in the process. Known for its squeezable green bottles with trendy designs and influencer backing, the brand announced this week that its plastic “Drizzle” and “Sizzle” varieties will now be available in glass bottles—both individually and as “The Duo”. The move comes in response to growing consumer demand for more sustainable, plastic-free options.
The cult-favorite Graza olive oil is now available in glass bottles that are opaque and … More plastic-free.
ILLUSTRATION: FORBES / PHOTO: RETAILERS
Graza’s cult following has a lot to do with its unique squeeze bottles—satisfying to pour from and modeled after the ones professional chefs rely on in restaurant kitchens. That distinctive packaging, paired with the single-origin extra-virgin olive oil inside, helped propel Graza to become the fifth-largest olive oil brand in the country in just three years, boasting the highest velocity in its category.
Still, some consumers have voiced concerns about storing oil in plastic, pointing to perceived effects on freshness and quality, and even potential health considerations. In response, Graza first introduced aluminum refill cans and now glass bottles, further minimizing the need for plastic. (The brand’s iconic squeezable bottles will remain available.)
“Since launching our O.G. squeeze bottles in 2022, there has been clear feedback from some people who simply prefer their extra virgin olive oil in glass,” Andrew Benin, CEO and co-founder of Graza, tells Forbes Vetted. “Our mission has always been to get our high-quality olive oil into as many kitchens as possible, so offering another format just made sense.”
The glass Graza bottles feature the same olive oil that the brand’s customers know and love, made from Picual olives that are picked, pressed and bottled in Spain. The glass is opaque, designed to protect the oil from light exposure, and the bottles come with a pop-up spout that echoes the original squeeze bottle design for seamless, controlled pouring.
“The squeeze bottle will always be part of Graza’s DNA, but this is about expanding, not replacing,” Benin says. “We’re not tied to one vessel—only to the quality inside—and glass is the next step in helping more people enjoy our olive oil.”
Consumers can expect to see the glass bottles available in Whole Foods and Kroger stores around the country, or they can shop online, where the exclusive Duo Set is available at a 15% discount.
Dining and Cooking