NEW YORK CITY -- An online healthy snacks retailer based in the UK is launching nationwide in the United States. Nature Delivered Inc., d/b/a Graze, says it began testing its products in the U.S. in early 2013 from a kitchen and shipping facility in New Jersey, and has since established more than 55,000 customers from coast to coast.
The company says it has invested more than $5 million in establishing a permanent operation in America.
For $6 (including delivery), people can order snack boxes at graze.com and have them delivered to their homes or workplaces. They are designed to fit in a mailbox and can be delivered without a signature.
There are currently more than 90 Graze products from which to choose, including an unusual take on the cinnamon roll that combines cinnamon, honey almonds and poppy seed pretzels.
Each mailbox-size delivery contains four individually packaged and portioned snack combinations that are personalized to each user's taste and dietary specifications, including gluten-free options. Boxes are made of 100% recyclable and biodegradable materials.
Nutritional data are available online and are provided within each delivery. "Grazers" can also determine how often they would like to receive their boxes and have the ability to change and manage them online.
The system uses an algorithm called DARWIN (Decision Algorithm Rating What Ingredient's Next) to determine how snack portions are sorted, how boxes are labeled and how each box is customized to the individual customer based on dietary requirements and feedback on food preferences.
It also records the customer's order history and preferences, and monitors stock levels. Graze reportedly gets more than 15,000 new ratings an hour and can use this data to create, package and market new products within 48 hours.
The company integrated its own logistics system, which analyzes the most cost-effective delivery solution for each shipment, with FedEx and the U.S. Postal Service. Graze is currently an invitation-only service.
Working within FDA guidelines, the company reportedly develops each of its snack recipes to provide a health benefit -- whether "essential vitamins and minerals", under 100 calories", or "a good source of protein".
Founded in 2008, Graze has grown from its seven founders to 350 employees today. It is majority-owned by the Carlyle Group, an American investor.
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