Mail Order Snacks

General Mills is expanding its subscription snack service.

January 03, 2014

MINNEAPOLIS – Craving a fruit snack or nuts but don’t want to go to the store? Then Nibblr is the service for you, the Minneapolis/St. Paul Business Journal reports. The concept is similar to Pandora or Netflix.

In November, General Mills Inc. quietly launched the snack subscription service. Nibblr sends subscribers a shipment of assorted snacks on a regular basis for around $6 per shipment. Customers fill out a sheet rating how well they enjoyed the snacks, which is used to tailor future orders to their particular tastes.

However, the snacks included in the shipments aren’t labeled as General Mills products, and are usually trail mixes, nuts and fruits. GM worked with 301 Inc., a business-development division that partners with young companies to come up with innovative food products.

General Mills won’t reveal how many have signed up for Nibblr, but spokeswoman Bridget Christenson did say, “we are pleased with the number of subscribers to date.” GM is using social media and other digital means to connect with Millennial women, Nibblr’s target audience.

Nibblr isn’t the only snack subscription service on the planet. Graze.com, based in the United Kingdom, has been serving customers there for a while. Graze has had its U.S. operations up and running for some months, with 55,000 subscribers and an additional 1,000 customers joining each day. Graze will launch a major promotional campaign this month in the United States.

Advertisement
Advertisement
Advertisement