This charcoal brand solved a 50 year old grilling problem!

6 May 2026 · 0 min

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In this brief commentary, Dan Novaes highlights how Brazilian charcoal brand BZA achieved viral success by addressing a decades‑old grilling inconvenience with a minimalist packaging tweak. BZA added a small wooden board and a wick beneath the charcoal bag, using food‑safe paper, allowing users to ignite their grill without ever touching the charcoal. The solution eliminates messy hands, off‑flavors, and unpleasant smells, delivering a clean, hassle‑free lighting experience. Novaes emphasizes that this single, low‑cost fix—smart packaging paired with a clear customer focus—propelled the brand to widespread popularity.

Nobody thought of this 50 years ago. A charcoal brand in Brazil just went viral and has nothing to do with the charcoal. The company is called BZA, and all they did was add a tiny wooden board and a small wick underneath the bag so you can light your grill without touching a single piece of charcoal. The paper is food safe. No weird taste, no smell, no dirty hands. That's it. One tiny fix to fix a problem that every person who's ever grilled anything has always had. And now this brand is everywhere. Smart packaging, clear customer, one simple idea. That's the whole formula.