Graze reports first year in-store success

Snacks e-tailer, Graze, is outselling a number of confectionary brands in stores since moving into bricks and mortar one year ago.

The e-tailer began selling its range of healthy snacks in 1,200 branches of Sainsbury's, Boots and WHSmith this time last year, and is now selling its goods in over 5,000 stores, with Tesco and Waitrose also stocking the products.

Graze sold more than 12 million snack packs in stores over the last year.

"There are two reasons for our success – one is that health is major trend that is gathering pace. Secondly, technology gives us an ability to respond rapidly to these changes," said CEO Anthony Fletcher. "By plugging that void at the tills, Graze is getting one step closer to achieving our vision of becoming the number one healthier snacking brand in the UK. It is brilliant that Graze snacks are now outselling leading chocolate bars in many stores."

The e-tailer also launched a six product ‘sharing bags' which have boosted sales for Graze and added a further 25-50% retail sale value to Ocado, WHSmith Travel and Waitrose after the first few weeks. Boots has also said Graze snacks are the third largest food brand (apart from own-brand products) to be sold in stores.

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. It is constantly changing its product range of over 400 SKUs online based on the 15,000 ratings it receives from customers every hour.

Graze’s headquarters are in London, while launching a US operation running from New Jersey last year. 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.