Graza is an Everyday Thing because…
Olive oil options outran usefulness for real life
The U.S. olive oil aisle didn’t look broken on the surface. It was full. Shelves were packed with glass, faux-Italian fonts, medals and seals, claims of “extra virgin” and “first cold press.” Prices ranged from suspiciously cheap to quietly extravagant. For most shoppers, that was enough: grab whatever fits the budget and move on.
But underneath, the structure was stalled. High functional potential, low everyday penetration. A category sitting on a growth story it couldn’t quite unlock.
Graza didn’t arrive with a new ingredient or a breakthrough process. It arrived with a different reading of the job the category was actually doing – and not doing – in people’s kitchens and in the retail system. That reading shows up in four moves: category-leading usability, responsiveness to retail, simplification at the center of the aisle, and clear distinctiveness at the moment of choice.
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Focusing on “Sizzle” and “Drizzle” in a squeeze bottle made consumer choice and use easy.
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Oil cooks or flavors - “Sizzle” and “Drizzle” are aimed at that elevation, which makes the brand just make sense.
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Graza brought usefulness to the center of the category - no brand on shelf has their clarity or conviction.
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Age-statements, cold press claims, Italian fonts just cloud understanding without a clear category use case.