FIREHOOK® THINKS OUTSIDE OF THE CRACKER WITH TWO NEW LIMITED EDITION FLAVORS

In collaboration with Graza® and Fly By Jing®, 'Olive Oil, Lemon & Chive' and 'Sichuan Chili Crisp' flavors hit shelves exclusively at Whole Foods® Market

CHANTILLY, Va., March 26, 2025 /PRNewswire/ -- Today, Firehook® Crackers announces two new first-of-its-kind flavors. In partnership with trendsetter Graza® Olive Oil and Sichuan Chili Crisp phenomenon, Fly By Jing®, these limited edition offerings deliver bursts of flavor curated by the quality and craft Firehook is known for. With every distinctive crunch, both flavor innovations redefine snacking and advance the Firehook® promise of simple, high-quality crackers to pair, dip, snack and enjoy.

As artisanal foods and unexpected brand collaborations continue to gain momentum in the grocery aisle, Firehook decided to show fans what a cracker is capable of. This ambition is the inspiration behind partnerships with both Graza and Fly By Jing. Firehook worked hand-in-hand with Graza to create a light and punchy cracker infused with Graza's premium extra virgin olive oil, lemon, and chives for a superb herb flavor. And with savory and spicy flavors at the forefront of the exceptional Fly By Jing Sichuan Chili Crisp, this new creation adds a spicy kick to Firehook's growing line of crackers.

"At Graza, we're all about finding new ways to bring olive oil into everyday moments and this collaboration with Firehook does exactly that," said Andrew Benin, CEO and Co-Founder of Graza. "The combo of Graza's punchy Extra Virgin Olive Oil flavor and Firehook's signature crunch makes for a crave-worthy snack and the perfect vessel for dipping and topping."

These Firehook limited edition crackers are baked in small batches on company premises and are now exclusively available at Whole Foods® Market stores:

• Olive Oil, Lemon & Chive: Baked with Graza Extra Virgin Olive Oil, lemon, and chives, this collaboration brings a perfect balance of zesty and savory flavors.
• Sichuan Chili Crisp: Baked with Fly By Jing Sichuan Chili Crisp, each cracker delivers a blend of heat and crunch for an addictive snacking experience.

"As the leader in premium artisanal crackers, we'll continue to partner with groundbreaking brands to deliver inspired flavors," said Maura Mottolese, Firehook CEO. "Combined with our signature crunch, the craveability of our limited edition crackers makes them perfect for any entertaining or snacking occasion."

The new Firehook Crackers are now available nationwide exclusively at Whole Foods Market stores  through September. To learn more about Firehook  and to stay up to date on the brand's growing portfolio of innovations, please visit https://www.firehook.com/  or follow @firehook  on Instagram.

About Firehook®:
Founded in 1992, Firehook® is an artisan baking business built on an unwavering commitment to quality. As the #1 brand of artisanal crackers in the U.S., Firehook is beloved for its small-batch offerings which deliver exceptional crunch, simple ingredients, and distinctive flavors to elevate every entertaining or snacking experience. Every product is baked with non-GMO ingredients, in-house in Chantilly, VA, ensuring consistent quality with every bite. To learn more about Firehook  and to stay up to date on the brand's growing portfolio of innovations, please visit https://www.firehook.com/  or follow @firehook  on Instagram.

About Graza®:
Graza makes top-notch, super-fresh, extra virgin olive oil more accessible, affordable, and easy to use. Founded in 2021 by Andrew Benin and Allen Dushi, whose personal mission is to enable all home cooks to have a blast in the kitchen using amazing olive oil for breakfast, lunch, and dinner, Graza was born with Drizzle and Sizzle. The EVOO was launched in fun, first-to-market chef-inspired squeeze bottles. Since then, Graza has introduced nitrogen-sealed Sizzle and Drizzle refill cans and its latest innovation, Frizzle, a high-heat cooking oil made from a mix of high-quality olive pomace oil and EVOO. Using Picual olives from Spain, Graza is able to make the freshest, most desirable olive oil in the world. To learn more about Graza, please visit graza.co or follow on Instagram (@getgraza).

About Fly by Jing®:
Fly By Jing is a line of chef-crafted Sichuan pantry staples using real ingredients to make every bite more memorable. It all began with Jing Gao's best-selling Sichuan Chili Crisp—a spicy, crunchy, savory standout that took the condiment from chef's secret to cultural phenomenon. Today, Fly By Jing brings the same irresistible flavor and heritage ingredients to an expanded lineup of condiments and noodles. A category leader, Fly By Jing has been named a winner of Fast Company Most Innovative Companies 2025, 2024 NOSH Best New Products, SELF Magazine's 2024 Pantry Awards, and Inc.'s Best in Business Awards, among others. Fly By Jing can be found in 10,000 retail doors—including Amazon, Target, Walmart, Costco, Whole Foods Market and Sprouts. Follow along at @flybyjing on Instagram or TikTok.

Media Contact:
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SOURCE Firehook