This charcoal brand solved a 50 year old grilling problem!

3 Apr 2026 · 0 min

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In a brief, enthusiastic monologue, Dan Novaes highlights how Brazilian charcoal brand BZA cracked a half‑century‑old grilling hassle by adding a tiny wooden board and a small wick beneath its charcoal bag. This clever packaging lets users light a grill without ever touching the charcoal, using food‑safe paper that imparts no taste or odor and keeps hands clean. Novaes emphasizes that this single, low‑tech fix—smart packaging paired with a clear customer benefit—has gone viral, propelling BZA to widespread visibility.

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.