Online subscription snack business, graze, is set to diversify its offer into a new channel as it announces its first retail launch, set to land in major multiples from this week.
Anthony Fletcher, graze CEO, added: “We’ve taken our expertise as an online business and our most popular products to inspire a range that’s delicious and balanced and at a great price point.”
Over the past seven years, graze has carved its reputation as the creator of the nation’s best loved, exciting snacks. The retail move has attracted widespread support from some of the UK’s biggest retailers, with Sainsbury’s, Boots and WH Smith Travel all taking listings.
The new range will be called ‘graze good to go’ and will feature 12 on-the-go snack punnets across sweet and savoury, which will be positioned at front of store in most listed outlets.
With the growth of the healthy snacking category, graze recognised a gap in the market for wholesome on-the-go options, which also deliver on excitement and taste. After being approached directly by retailers looking to expand their on-the-go healthy snack offerings, graze developed the range taking inspiration from its most popular consumer rated snacks.
“It was vital to help consumers navigate the offer across sweet, savoury and product variety. Simplicity was key to our approach, which required some careful planning, as the graze design ethos is built around a fun, creative busyness,” said Alex Durbridge, creative director at F&f.
F&f, who already work in partnership with graze on other assignments were brought in to help ensure that the on-shelf packaging was ‘match fit’, by maximising story and impact across the range. The agency has established a hand-in-hand working relationship with graze’s talented 8 strong in-house studio to develop strategic brand direction and design.