graze has a proven track record for growth (+31% year-on-year) with revenues of £68m in 2014, underpinned by industry leading double digit EBITDA margins, driven by their innovative use of technology. The new on-the-go snacking category opens up a significant revenue opportunity and creating a multi-channel offer in the UK allows graze to meet the demand of both existing and new consumers who want to have multiple activation points for purchase.
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.”
Sainsbury’s stores are positioning the 12 SKU range next to tills in a bid to provide healthy snacks that appeal to their customers. Sainsbury’s Impulse Category Planner, Amy King, commented; “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.”
A sample of the range has already been trialled in Boots with graze delivering the highest rate of sale across the stores total snack business. The trial data revealed 50% of purchases were made by customers who hadn’t bought products from the Boots’ snacking category in the last five months.