Online snacks business Graze ramps up UK retail presence with Tesco and Asda listings

By Vince Bamford

- Last updated on GMT

The Graze Good to Go range comprises 12 SKUs
The Graze Good to Go range comprises 12 SKUs

Related tags Retailing

Online snacking brand Graze says it has doubled its distribution points in UK retail since expanding into the bricks-and-mortar market less than six months ago.

Launched in 2009 in the UK, Graze delivers cardboard boxes of healthy snacks such as nuts and berries direct to consumers. It has expanded into the US with an operation based  in New Jersey, and launched a nationwide service there in 2013. The business had developed more than 1,000 products and acquired “half a billion pieces of customer preference data​” that it said had been crucial in selecting its retail range.

Graze Good to Go Range

The Graze Good to Go retail range comprises 12 lines:

Lemon Drizzle Flapjack

Original Fruity Flapjack

Mini Strawberry & Banana

Juice Peach & Raspberry

Dark Chocolate Cherry Tart

Salted Fudge & Peanut Cookie

Chocolate Pretzel Dippers

Herby Bread Basket

Smokehouse BBQ Crunch

Thai Sweet Chilli Dippers

Punchy Protein Nuts

Veggie Protein Power

It launched the Graze Good to Go retail range - comprising 12 products including flapjack, pretzel dippers and nuts - into Boots and WH Smiths Travel stores in July. The range is tapping demand for higher-protein products with lines including Punchy Protein Nuts and Veggie Protein Power that blend black pepper, cashews, edamame beans and chickpeas and contains 6.9 g of protein per serving.

Category growth

The snacks have now rolled out into all 1,161 stores of Sainsbury’s supermarket chain, while WH Smith has doubled the number of stores stocking graze products to 689. Graze said WH Smith Travel shops had reported more than 40% sales growth in their healthier snacking category in the first four weeks of selling the snacks. Graze is now also available in other UK retail chains including Asda and Waitrose, and this week began rolling out to more than 1,000 of Tesco’s Express convenience-format outlets. 

The response to our Good to Go range has been incredible, and the demand we’ve experienced from retailers and customers is bringing Graze one step closer to achieving our vision of becoming the number one healthier snacking brand in the UK​,” said Graze CEO Anthony Fletcher.

Plugging gap at tills

An increasing number of UK retailers have banned confectionery from checkouts as a result of concerns about sugar, and Fletcher added that “there’s a huge appetite among UK consumers for healthier snacking options and, by plugging that void at the tills, Graze is proving that impulse buys and satisfying a craving don’t have to be bad for you".

WH Smith Travel senior snacking buyer Ian Ranking said no other snacking and confectionery product launch in the past three years had “driven the same level of excitement and opportunity for store managers to get behind​”.

London-based Graze is majority owned by American investor the Carlyle Group, with Octupus Investments, DFJ Esprit and management owning the remaining share.

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