Char-Griller has entered the charcoal space by releasing 10-lb bags of Char-Griller Lump Charcoal. This is their only charcoal product that they currently sell.
Char-Griller is the entry level brand under the Middleby corporate umbrella and the last of their brands to have a branded charcoal. Both Masterbuilt and Kamado Joe have a lump charcoal product.
The new Char-Griller charcoal doesn’t claim a wood species on the bag, just that it’s a “a natural blend of hardwoods”. A 10-lb retails for $11.99 from Char-Griller’s website.
Comparing that cost to other Middleby brands, Masterbuilt’s lump charcoal retails for $17.99 for a 16 lb bag at retailers like Home Depot and Bass Pro, which is a little cheaper per pound. They also sell it on their own website for $27.92 for two 16 lb bags, which is much cheaper, but you’d have to buy quite a bit to avoid the shipping cost.
The Masterbuilt charcoal also is a hardwood blend, just like the new Char-Griller charcoal. There aren’t many suppliers for charcoal, so it’s likely that Middleby sources both products from the same company.
Kamado Joe is Middleby’s premium brand, and likewise, they have a more premium branded charcoal. It retails for $29.98 from major retailers for a 20 lb bag. It carries a wood species statement of authentic guayaibi, aistal and white quebracho hardwoods.
Overall the Char-Griller charcoal is a little more expensive compared to other players in the market. You can buy lump charcoal with no wood species statement from popular brands like B&B or Royal Oak for under $1 per lb. We’ll see if there’s enough brand loyalty to make Char-Griller charcoal a success.