In just three years, Graza became the fifth-largest olive oil brand in the U.S., leading the entire category in velocity and reaching a sky-high $240 million valuation. Its mission has remained consistent throughout: make truly high-quality, single-origin extra virgin olive oil accessible to everyone. This year, Graza doubled down on that promise through new formats, new product lines and new ways for consumers to engage with olive oil across the grocery store.
In 2025, Graza rolled out Frizzle, a high-heat cooking oil made from naturally extracted olive pomace blended with extra virgin olive oil — a first-of-its-kind product and a genuine “game-changer” for home cooks. It also expanded its packaging ecosystem with nitrogen-sealed beer can refills, the Sizzle Spray, and a Bag-in-Box, all designed to preserve freshness and increase accessibility.
Alongside these innovations, Graza continued to build cultural relevance through clever, high-joy collaborations — from hummus to popcorn to ice cream.
By removing the pretension from olive oil — without sacrificing quality — the brand created a new entry point for the next generation of home cooks. Its playful squeeze bottles became iconic, its retail footprint surged to more than 18,500 stores, and its relentless product development kept Graza at the center of the conversation.
