In the world of culinary oils, few brands have captured as much attention as Graza, a company that has quickly built a loyal following for its exceptional olive oils. With their signature squeeze bottles designed for both cooking and garnishing, Graza has redefined how home cooks utilize olive oil. Recently, the brand expanded its product lineup to include a third variant known as Frizzle, which promises to revolutionize high-heat cooking. This new addition not only enhances Graza’s product roster but also addresses a significant gap in the market for high-heat olive oils.
Frizzle: The Game-Changer
Frizzle is marketed as the “high heat kitchen hero,” specifically formulated for baking, grilling, and frying. Made from 100% olives, this oil is a single-origin choice that boasts a remarkable smoke point of up to 490°F. In practical terms, this means Frizzle is capable of withstanding high temperatures without losing its flavor or nutritional benefits, distinguishing it from many ordinary cooking oils commonly found in American kitchens, such as seed oils or canola oil. Graza CEO Andrew Benin highlights that the introduction of Frizzle represents a significant milestone for the company, allowing them to cater to a broader audience of home cooks eager to elevate their culinary experiences.
The motivations behind Frizzle’s launch stem from a desire to provide an alternative to oils perceived as less healthy. As consumers grow increasingly aware of their dietary choices, the demand for better quality cooking oils rises. Frizzle seeks to fill that niche by offering a high-quality olive oil specifically engineered for high-heat cooking applications. With a formula that reflects the ethos of sustainability—using olive pomace from the presser’s process—Frizzle not only promotes better health but also minimizes waste.
In alignment with Graza’s user-friendly approach, Frizzle is packaged in an innovative squeeze bottle that allows for effortless dispensing. This makes it easy for cooks to add oil directly to hot pans or to dress vegetables before roasting. In addition to the standard 750 mL bottle, Frizzle will also be available in a 5 oz spray bottle, making it an ideal choice for grilling. A larger 2L jug will further cater to those needing higher quantities for deep frying or other extensive cooking needs.
The unique construction of Frizzle adds a storytelling aspect to its appeal. Graza’s practice of extracting oil from olive pomace—typically regarded as waste—sets Frizzle apart from the competition. This process reflects a commitment to environmental sustainability, enhancing the product’s value proposition. Whole Foods Market’s Principal Category Merchant, Brooke Gil, emphasizes that Frizzle fills a distinct need in the high-heat oil market, adding that the oil promises high performance in culinary applications that require robust cooking methods.
Frizzle has began hitting shelves in Whole Foods stores and is also available via Graza’s online shop. The new product is part of a $53 trio set that includes the brand’s flagship oils, Sizzle and Drizzle. This strategy capitalizes on the popularity of Graza’s packaging, which has drawn comparisons with other notable oil brands, making it a recognizable choice for consumers.
Graza’s rise in popularity isn’t just due to its innovative products, but also how it resonates with a demographic increasingly leaning towards quality, sustainability, and functionality in their food products. As consumers continue to experiment in the kitchen, the introduction of versatile and high-quality ingredients like Frizzle serves as a timely addition to the culinary arsenal at home.
Graza is not merely adding a product to its lineup; it is reshaping how we view high-heat cooking oils. With Frizzle, the company seeks to empower home cooks to explore a wider range of cooking techniques with confidence, bridging the gap between gourmet cooking and everyday use. As the culinary landscape continues to evolve, products like Frizzle will undoubtedly play a critical role in shaping future cooking habits and consumer preferences.
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