Olive oil company Graza has reported the addition to the shelves of its new nitrogen-filled fillers in the form of “beer cans”. These products will be available at select Whole Foods Market stores in the United States.
Why did you choose the beer can format? In addition to being a container made entirely of recyclable aluminum, the beer can has an important cultural and family significance in the United States, as it has been used to enjoy beverages ranging from sparkling water and soft drinks to beer. According to Benin, this creates an emotional connection with consumers. In addition, the cans are lightweight and strong, allowing for efficient and economical shipping for customers. They are also opaque, which protects the olive oil from the harmful effects of light.
The two creators of the Graza company, Andrew Benin and Allen Dushi, noticed that there was a lack of options for refilling good quality olive oil in the industry. They realized that large, standard containers were not suitable for preserving the quality of the oil, as they were conducive to rapid deterioration due to oxidation.
The pair aimed to create a refillable alternative that would maintain the high quality of extra virgin olive oil (EVOO) and be suitable for Graza’s squeeze bottles, the first to be launched on the market. That’s why they came up with the idea of using “beer cans” as a container for refills.
Andrew Benin, CEO and co-founder of Graza, excitedly announced the upcoming launch of their second olive oil innovation since they started in January 2022. He appreciated the support of the well-known retailer Whole Foods Market, stating that it is a great boost for his company. In addition, he mentioned that they will bring their refills in beer cans to the shelves of this chain, offering customers the opportunity to purchase high quality extra virgin olive oil in a nitrogen-sealed can to ensure maximum freshness. The can is also lightweight and fully recyclable, furthering its commitment to the environment.
Customers already using Graza products now have the option to add Sizzle “Refill” Cooking EVOO and Drizzle “Refill” Finishing EVOO, both of which come in squeeze bottles, to their collection. You can also buy 100% recyclable Graza refills to use at home if you already own your own olive oil jugs.
Brooke Gil, senior olive oil category manager at Whole Foods Market, said that since its release two years ago, they have been champions of the Graza brand. So when Andrew and Allen approached them about creating an EVOO (extra virgin olive oil) refill solution, they immediately agreed. They see using beer cans as a creative and convenient way for customers since almost all kitchens have this type of packaging. As a leading retailer, they are excited to be able to offer this innovation to their customers.
