Graze partners with high street retailers for bricks and mortar launch

Snacks e-tailer Graze has moved into bricks and mortar stores by partnering with the likes of Sainsbury’s, Boots and WH Smith.

Its range of healthy snacks launched yesterday in over 1,200 branches of the three retailers nationwide. 

Graze began in 2008 as an online operation using big data to post customised snack boxes to customers. The company was created by the developers and logistics experts behind the technology that powered LoveFilm  ̶  an online movie service that was acquired by eCommerce giant Amazon at the start of 2011.

The e-tailer’s online business relies on customer ratings of its snacks which it uses to create recommended snack boxes which are designed to fit through a letterbox.

The company is now moving from clicks into bricks, following revenues of £68 million and a successful US launch in 2014.

Graze CEO Anthony Fletcher said: "The launch into retail allows our delicious and healthier snacks to reach new customers and segments. It brings Graze one step closer to achieving our vision of becoming the number one healthier snacking brand in the UK."

The healthier option

The snacks e-tailer is able to take advantage of the move grocers are making to remove junk food from till points, and Sainsbury’s will offer 12 ranges from Graze to promote healthier snacks to customers.

Sainsbury’s impulse category planner, Amy King, said: "Sainsbury’s are very pleased to be partnering with Graze on bringing a tasty and more permissible snacking offer to our customers. In Graze, we have found a manufacturer who offers a variety of delicious, convenient snacks to suit everyone’s taste."

Graze has also conducted a trial with Boots which resulted in 50% of purchases made by customers who hadn’t bought snacks from Boots in the last five months.

Graze’s headquarters are in London, with its recently launched US operation running from New Jersey. The company employs 500 people and is majority-owned by American investor the Carlyle Group, with Octopus Investments and DFJ Esprit and Management owning the remaining share.

What’s Hot on Essential Retail?