“Is he using drizzle for sizzle?” reads one comment on Graza’s Instagram post highlighting clips from Altman’s FT recent interview.”

That’s because Graza’s olive oil lineup today consists of three different options dubbed “Drizzle”, “Sizzle” and the newly introduced “Frizzle”, in a cheeky nod to each oil’s ideal use case.

Drizzle is made from olives harvested early in the season, in October, according to Graza. The result is “a spicier, more flavor-packed oil” which the brand states makes it great as a “finishing oil.”

Graza

In case that isn’t clear enough, the company goes further, explicitly stating “you wouldn’t want to cook with Drizzle,” and even adds a convenient Rhyme Mnemonics to ram home the point. “Made for eating, never heating!”

Sizzle, in contrast, is made from olive picked in November, i.e. peak harvest season, and therefore offers a mellower flavor. According to Graza, the bit of extra maturity makes it ideal for common cooking tasks like “roasting, searing, poaching, pan frying, baking, and marinating.”

“But apparently Altman didn’t read the instructions. Or perhaps more charitably and true to his hacking-ethos, he’s just believes he’s discovered the secret to better tasting pasta.”