Nick Martell

You've got startups like Oleo and GoodFats.

They're doing olive oil in a plastic bottle.

Even the big guy, California's Olive Ranch, the largest olive oil producer in the United States, they have a squeezable plastic bottle too now.

Now, one food newsletter we follow, SnackShot, calls this grozification.

Jack and I, we've been calling this grozaformity.

And they've even jumped the aisle into a different food group.

Jack, you think about Molly Boz?

She launched Ayo recently, like mayo, but it's served in a plastic squeeze bottle.

Okay, besties, this Graza-formity situation's gotten so bad, Graza's founder went full LinkedIn vent post ripping on his rivals.

He said, personally, I think it's okay to get miffed when folks rip you off, and then he tagged the companies who have been ripping off his idea.

Yeah, bright side, you saw that tag.

A little bit awkward, right?

Still, every condiment now wants a taste of the zillennial-coated squeeze branding that Graza started.

One sec, Jack.

I just got to squeeze some prebiotic protein-infused soda out of this shampoo bottle.

So what's the takeaway for our buddies over at Graza?

It's the Forrest Gump philosophy.

The best way to stay in the lead is to never stop running.

Yetis, at the core of this grozaformity drama is one question.

Do we reward innovators and punish copycats?