20,000 Tastings and a New Category (Image Credits: Unsplash)
The company famous for transforming extra-virgin olive oil into a squeeze-bottle sensation has launched a trio of premium mayonnaises targeting grocery aisles nationwide.
20,000 Tastings and a New Category
Graza’s team sampled mayonnaise more than 20,000 times in their Brooklyn office kitchen before finalizing recipes that incorporated their signature oils.
Employees gathered around a table piled with spoons and tasting notes to refine the blends. The Original version combines extra-virgin olive oil with pomace oil, while Fancy and Garlic Aioli rely on 100 percent unrefined extra-virgin olive oil. These mark the first commercial mayonnaises made exclusively with unrefined oils. CEO Andrew Benin noted the Garlic Aioli evokes authentic homemade flavors. The products rolled out in squeeze bottles and glass jars at Whole Foods and other retailers starting in January.
Building on Olive Oil Success
Graza first gained traction with its Sizzle and Drizzle extra-virgin olive oils in green, opaque squeeze bottles designed to protect freshness.
Since launching direct-to-consumer in 2021, the brand expanded to over 28,000 stores including Kroger and Costco, often paired with beer-can refills. Small forays like a co-branded hummus with Ithaca hinted at broader ambitions. Benin resisted quick expansions into unrelated items like vinegar, seeking connections to olive oil. Mayonnaise, comprising up to 65 percent oil, provided that bridge. The move aligns with Graza’s mission to elevate everyday staples through quality ingredients.
Navigating a Booming Condiment Market
Consumer demand for condiments surged during the pandemic, turning grocery runs into opportunities to experiment with home meals.
The global market stands at $106.37 billion in 2026 and could reach $176.53 billion by 2034, with the U.S. segment projected to hit $32.84 billion by 2032.Fortune Business Insights. Legacy players like Kraft and Hellmann’s face fresh challengers, including Glen Powell’s Smash Kitchen organic mayo at Walmart and Molly Baz’s Ayoh Mayo at Target.Fast CompanyFast Company. Claire Dinhut of @condimentclaire attributes the “Mayo-sance” to lockdown creativity and a shift from mayo skepticism to appreciation for heartier foods.
| Competitor | Key Feature |
|---|---|
| Hellmann’s/Best Foods | Traditional mass-market leader |
| Smash Kitchen | Glen Powell-backed organic |
| Ayoh Mayo | Molly Baz retro branding |
Packaging as a Gateway to Quality
Graza’s playful designs feature an olive-and-egg duo on labels, with vine motifs on jar lids, echoing the olive oil bottles’ appeal.
- Squeeze bottles enable precise application, much like the original oils.
- Opaque materials shield unrefined oils from light.
- Glass jars offer a premium alternative for storage.
- Distinctive visuals draw eyes in crowded aisles.
Benin emphasized substance over style, yet acknowledged packaging’s role in encouraging trials. The brand positions itself amid trends like the Make America Healthy Again movement favoring less processed options.Fast Company. Dinhut praised such extensions for infusing brand identity into everyday cooking.
Key Takeaways
- Graza’s mayos pioneer 100% unrefined oils in a crowded market.
- Extensive in-house testing ensures standout flavors.
- Squeeze packaging builds on proven olive oil success.
Graza’s entry challenges consumers to rethink mayonnaise through fresher ingredients and familiar convenience, potentially carving a niche in a condiment landscape ripe for disruption. Will its unrefined edge win over shoppers? Share your thoughts in the comments.
