The brand behind those viral olive oil squeeze bottles is entering the mayo wars

Graza, which made squeeze bottles a common sight in the oil aisle, is now tackling condiments.

You know Graza—or, at least, you’ve probably seen its squeeze bottles of extra-virgin olive oil (EVOO) on grocery store shelves. They’re green, opaque to protect the contents, and sold in two variations: Sizzle, for cooking, and Drizzle, for finishing. 

Since the brand launched its direct-to-consumer site in 2021, it’s become a staple of the olive oil aisle. With national distribution across stores like Whole Foods, Kroger, and Costco, its squeeze bottles (sometimes accompanied by its beer-can refills) are sold in more than 28,000 stores. It has also been making small excursions into other parts of the store, with Ithaca using Graza oil for a co-branded hummus. 

But now Graza is planting its flag in the condiment aisle with three new mayonnaise variants: Original, Fancy, and Garlic Aioli—all of which are available in plastic squeeze bottles and glass jars. It started rolling out to Whole Foods locations and other retailers in January.

Though company cofounder and CEO Andrew Benin acknowledges that “in some situations, you shouldn’t reinvent the wheel,” Graza still wanted to make its mark.

Its mayo is the first commercial mayonnaise made with 100% unrefined oils, and he said he wanted the Garlic Aioli to taste “like your Spanish mother-in-law’s aioli.” (Considering Benin has a Spanish mother-in-law, he’s a relatively trustworthy source on that one.)

As when Graza broke into the olive oil category, its launch of a mayo amid booming demand for condiments will be an uphill battle for the company. But Benin relishes the opportunity to make his mark—again.

“Olive oil was exciting to us because there’s so much longevity to it—we’re a part of a really big whole with a lot of history,” he says. “We feel the same way about mayonnaise.”

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