Graze.com, the specialist at making good snacks exciting, reports it is outselling three leading confectionary brands in WH Smith since launching into stores in July.
So far graze has sold 3m snacks in stores, and this success over its hocolatey competitors has seen graze experience unprecedented growth in distribution and take up into UK retailers nationwide in just four months. Distribution points have more than doubled since the launch and from 30 November graze snacks are being sold in more than 1,000 Tesco Express outlets.
This means graze snacks are now available in over 4,000 retail stores in the UK. Within just 15 weeks of the initial retail launch, graze snacks were rolled out into all Sainsbury’s 1,161 supermarkets, and WH Smith has doubled the number of stores stocking graze products to 689, after itsTravel shops reported more than 40% sales growth in their healthier snacking category in the first four weeks of selling graze snacks.
Following graze’s early success at the tills, their snacks have also now been rolled out into 350 Asda stores, as well as 54 Waitrose and Little Waitrose shops and other well-known chains including Nisa, Budgens, Costcutter and Londis. Universities, trains, service stations and independent retailers including a London Zoo are now also selling the graze ‘good to go’ range.
graze has a proven track record for growth with revenues up 29% to £68m in the year ended 28 February 2015, underpinned by industry leading margins, driven by their ability to build brand, use data to improve its products and make brand new products within 48 hours. The on-the-go snacking category is opening up a significant revenue opportunity and is allowing graze to meet the demand of both existing and new consumers who want to have multiple activation points for purchase.
Commenting on the first four months of retail sales, graze.com CEO Anthony Fletcher, said: “The response to our ‘good to go’ range has been incredible, and the demand we’ve experienced from retailers and customers alike is bringing graze one step closer to achieving our vision of becoming the number one healthier snacking brand in the UK. It is fantastic that graze snacks are now outselling three leading chocolate bars in some stores. There’s definitely 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.”
Ian Rankin, snacking senior buyer, impulse, WH Smith Travel, said: “No other product launch in snacking and confectionary over the last three years has driven the same level of excitement and opportunity for store managers to get behind, with WH Smith already looking for the next stage of roll-out and how we can make graze even bigger in WH Smith.”