British snack company Graze was founded in 2008 with the aim of providing healthier alternatives to traditional snacks.
In its early days, Graze operated with the simple idea of delivering nutritious snacks directly to customers’ doors. However, in 2009 it introduced the idea of regular snack box subscriptions, tailored to customers’ taste preferences.
As the subscription model gained traction, Graze experienced rapid growth, expanding into the US in 2012 with significant investment from prominent venture capital firms.
In 2019, Graze was acquired by consumer goods giant Unilever. The acquisition highlighted the success of Graze’s simple business model and its appeal to a broader audience. Nitin Paranjpe, president of Unilever’s food and refreshment business, described the company at the time as, “a truly multichannel brand, Graze offers personalisation, convenience and great nutrition, brilliantly meeting the needs of millennial consumers.”
While Graze initially focused on its online subscription service, it later expanded its presence into traditional retail channels. By partnering with retailers across the UK and the US, the company has made its products more accessible to those consumers who still prefer to purchase snacks instore.
A Graze subscription entails a monthly curated collection of eight or more unique snacks for £14.99. Subscribers also get introductions to new snacking brands and access to the Graze’s exclusive magazine, The Grazette. Flexibility is key and customers are given the option to skip a month when they need to.
In line with growing consumer demand for sustainable products, Graze has prioritised sustainability across its operations. The company has implemented eco-friendly packaging solutions and sources ingredients responsibly.
This profile originally appeared in the Subscription 2024 report, which dives into the allure of recurring memberships amidst economic uncertainty and explore the nuances shaping consumer behaviour.
From curated meal boxes to indispensable necessities, discover how the subscription model is growing and becoming a feature of modern ecommerce.
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