Snacking healthy is a great way to stick with those New Years Resolutions. One of our favorite new ones is graze.com, an online retailer of healthier snacks. Started with seven friends in 2008, is the pioneer of portioned, healthier and mailbox friendly snack boxes. graze already has over 55,000 customers or ‘grazers’ in the U.S. and over 350 employees internationally. In November 2012, The Carlyle Group became the majority shareholder, with Octopus Investments, DFJ Esprit and management owning the remaining share. In the last two years, the company has experienced international growth of over 130% and reported over $65m of revenue for the year to 28 February 2013.
graze.com began testing its product in the U.S. early in 2013 with an email sent to 100 friends. Within 24 hoursgraze.com had customers in 48 American states and had over 20,000 customers after two weeks. To fulfill this phenomenal demand,
graze.com has invested over $5M in establishing a permanent operation in America. In January, graze.com opened its ‘top secret’ U.S. graze kitchen and PostHub in New Jersey which is currently employing a new staff member every day to meet production needs.
For $6 (including delivery), grazers are able to order graze boxes online at http://www.graze.com and have them delivered conveniently to their home or to their desk at work due to their innovative design, which means they fit through the mail box or can be delivered to an office without the need for a signature. There are currently over 90 products to choose from including the graze.com take on the cinnamon roll, which combines cinnamon and honey almonds and poppy seed pretzels. Each letter box-sized delivery contains four individually packaged and portioned snack combinations that are personalized to each user’s taste and dietary specifications, including gluten free options, and packaged in a 100% recyclable and biodegradable box. Full nutritional data is available online and is provided within each delivery. Grazers can also determine exactly how often they would like to receive their boxes and have the ability to change and manage them online.
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Technology is at the heart of the graze.com operation and is central to each and every part of the process from product inception to the end delivery to grazers. graze.com uses a state-of-the-art algorithm called DARWIN (Decision Algorithm Rating What Ingredient's Next) to determine how snack portions are sorted, how boxes are labeled and how each box is customized to the individual customer based on dietary requirements and feedback on food preferences. It also records the customer's order history and preferences and monitors stock levels. graze.comgets over 15,000 new ratings per hour and can use this data to create, package and market new innovative products to grazers within 48 hours.
Full time ‘ingredient hunters’ search for the best natural ingredients of the highest quality from all over the world.graze.com works with small or specialist suppliers that can deliver the finest ingredients and create inspired products that are not available from any other retailer. Working within FDA guidelines, graze’s nutrition experts make sure that every snack recipe has a healthy benefit - whether it is essential vitamins and minerals, under 90-100 calories, or a good source of protein.
Committed to giving back, graze also established the graze School of Farming in Uganda, which helps create sustainable farming practices. grazers can help contribute by simply enjoying the product and sharing with friends online.
graze is currently an invitation only service. Customers can be referred by a current grazer or use the code ‘EarlyVIP’ at http://www.graze.com to try their first box free.
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