Gracias, Graza. Oye, Olay. Mia's Stateside Must-Grabs.
We're both scouting the aisles in Chicago this week.
From Chicago (Ellen)
As I stare at the stack of holiday gifts I still need to wrap, my mind is on packaging. Here are a few of my “what’s-on-the-outside-counts” winners, losers and wonders of 2024.
Graza… ding, ding, ding, ding, ding! Newish on the scene olive oil purveyor Graza has nailed it. When they launched their two varieties of Spanish olive oil in 2022, Drizzle and Sizzle, the packaging was as perfect as the product. Squirt bottles! Yaaas! (How the category has not come up with this before this decade is beyond me.) Then, to show that they know their squirt bottles are where it’s at, Graza recently launched “refill beer cans” in 2024. I’m all in. So long, So-Cal EVOO producers— your fancy glass bottles are pretty counter clutter, but can’t you see we’re cooking here?
Taylor made? Nah, I think it’s the packaging. Supposedly pimple patch and body glam maker, Fazit, had to revise their 2024 sales projections UP(!) after Taylor Swift wore their glitter freckles to a Chiefs game in early October. I’d argue they were already on track to skyrocket with their new 2024 packaging (and it takes a lot for me to credit packaging with that kind of rocket fuel). I mean, are these magazine covers or product sachets?!? They’re stunning! From the glowy close-ups to bold mastheads, they tap all of my longing and fairytale memory structures associated with staring at the front covers of Vogue and Cosmo. For a product that I would definitely call “ridiculous” in Fazit’s original ho-hum packaging, I’m literally thinking I might be ridiculous for not being bold enough to wear them to my next holiday party. (Nah— who am I kidding? I’m 45 with freckles of my own.)
Fazit Glitter Freckles packaging covers. In the “L” column… oye, Olay. Have you seen their new “Cleansing Melts,” small dissolving pads of cleanser stacked in a crazy inefficient molded plastic box with cardboard overlay, resealable film, and front “how to” panel? I’m sorry, Olay. You’ve historically done a nice job being the truth-teller of anti-aging gimmicks, but this product, its over-engineered packaging and inflated price tag are straight-up nonsense. Maybe the idea started out clever, but as soon as the packaging became more complicated (and likely expensive) than the product… well, that’s your cue to abort mission. Nobody wants to pay for packaging.
DTC-first packaging is having a moment in snacks and sodas. Two new-to-CHI brands caught my eye recently for their nearly naked packaging, United Sodas and Masa— both online natives making their first foray into national physical retail earlier this year. Despite their lack of brazen branding and messaging on-pack (something we’ve come to expect from other soda and snack producers), they stood out in their respective categories. I couldn’t help but wonder, “Was this a fortuitous oops— a carry-over from their digital retail roots where on-pack branding and messaging is secondary to web display— or an intentional at-shelf differentiator?”. Whatever the reason, it’s working for them… for now.
United Sodas and Masa packaging; images courtesy of each brand.
From Chicago (Mia)
I’m visiting Chicago for the holidays as my daughter’s dad lives here, so I thought I’d change things up and report on a few Stateside-only products I always stock up on as soon as I land.
Chobani Coffee Creamer. I usually take my coffee black or with a splash of whole milk, but Chobani’s coffee creamer has become my ‘treat’ whenever I’m in the U.S. It’s not something I can get back home in London so it feels like a special indulgence– all the more so because it’s a fleeting dalliance. Drip coffee is a staple in the States, so creamers offer a convenient way to customise flavour and creaminess. In the U.K., most people drink espresso-based coffee drinks like flat whites and lattes, so fresh milk or alt milks tend to be our go-to. In fact, adding cream, half-and-half or creamer is considered somewhat unhinged and as well as unhealthy (Coffee Mate— nasty stuff— is actually banned in several European countries). That said, I could imagine innovative dairy businesses like Arla or Yeo Valley testing the waters with creamer as U.S. coffee trends continue to gain traction in the U.K. (iced coffee has only recently gained traction in the U.K. and is now growing fast). Creamers could be next on the list—though I suspect we’d put our own spin on it to keep things a little more…British.
The creamer aisle: a paradox of choice. On Brand image from the grocery store next to my AirBNB. Oathaus Granola Butter. This stuff is unreal. No notes. (Except why isn’t granola butter more of a thing in the U.K.? I hope the folks at Oat Avenue get greater momentum as their distribution expands).
Trader Joe’s is at the top of my must-visit list every time I come to the U.S. As anyone who loves TJ’s will tell you, it’s more than a grocery store. It’s an experience. The aisles are packed with unique, affordable finds that you didn’t know you needed but somehow can’t leave without: from seasonal spins, pickled everything to cult-favourite snacks. It’s a treasure hunt for food lovers, with products you won’t find anywhere else and a distinctive approach to naming, branding and copywriting. The stores are small but thoughtfully curated, with a focus on private-label goods, which keeps prices low. There’s nothing quite like it in the U.K. We’ve got Waitrose and M&S for quality and Aldi for bargains, but Trader Joe’s creatively combines the two. Imagine buying everything from frozen dumplings to coconut body butter in one place— and actually feeling excited about it. If TJ’s ever makes it across the pond, we’ll all be hooked. Until then, it’ll remain one of my favourite Stateside treats.
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