Graze has started its expansion into Europe, where it is sending its snack boxes to customers in the Republic of Ireland before later this year moving into Sweden, Germany and the Netherlands.
Since it launched in Ireland last month, the subscription snacks brand has already won 5,000 customers and says its ‘test and go live’ strategy means it can react fast to feedback from its new customers. That’s similar to the strategy it used when it launched in the US in 2013. So far it has sold snacks worth more than $150m in that market.
Irish customers can choose from a range of trial boxes including a choice of favourite snacks, low calorie snacks and protein snacks. The brand, which was bought by Unilever in February, says that by entering the new market online it can talk directly to its first fans, without needing to invest in bricks and mortar. So far graze has tracked more than 20m social media impressions in Ireland as its snacks get the attention of target audiences and social media influencers. The strategy also reflects Unilever’s aim in buying the business, which was founded in 2008: to expand the brand while using its technology and ecommerce expertise across its own wider business.
Graze chief executive Anthony Fletcher said: “As the UK’s number one snacking brand, we’re really excited to be expanding our geographical footprint as we look to disrupt the European healthy snacking market over the coming year. We’ve already seen a positive response from consumers since launching in Ireland and look forward to helping our new grazers reimagine snacking as we continue to push the boundaries of healthy eating innovation at an international level.
“This is just the next step in Graze’s ongoing mission to help consumers enjoy healthy eating as we continue to lead the way in the creation of exciting, wholesome snacks to fuel busy lives and we look forward to announcing further developments in due course.”
Graze is a Top500 retailer in IRUK Top500 research.
Image courtesy of Graze