Graze expands into Europe

By Gwen Ridler

- Last updated on GMT

Healthy snacking brand Graze is making its products available in Ireland
Healthy snacking brand Graze is making its products available in Ireland

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Healthy snacking brand Graze has continued its expansion overseas by launching a direct-to-consumer channel in the Republic of Ireland.

The launch – which has already seen more than 5,000 people sign-up to the subscription-based delivery service – is the first step in the business’s wider strategy to emerge in additional European markets in the coming year, including Sweden, Germany and the Netherlands.

Graze’s roll-out followed a number of new additions to its product range since the start of the year, including its reduced-sugar Lively Lemon Flapjacks.

Graze’s new customers

Commenting on the Ireland launch, chief executive Anthony Fletcher said: “We’ve already seen a positive response from consumers since launching in Ireland and look forward to helping our new customers reimagine snacking as we continue to push the boundaries of healthy eating innovation at an international level. 

“This is just the next step in Graze’s ongoing mission to help consumers enjoy healthy eating as we continue to lead the way in the creation of exciting, wholesome snacks to fuel busy lives, and we look forward to announcing further developments in due course.”

Graze currently offers Irish customers the option to choose from a selection of trial boxes, as well as a variety box, including a selection of its most popular snacks – a light box which contains snacks under 150 kcal or a protein box that contains exclusively protein-based snacks.

Launching healthy snacks in the US

Since launching in the UK in 2009, Graze has successfully launched in the US and has sold more than $150m (£120m)-worth of snacks in the US to date. Its snack boxes are available in more than 30,000 stores across the UK, including Sainsbury’s, Tesco, Asda and WH Smith.

Meanwhile, vegan food manufacturer The Meatless Farm Co is to create 10 new jobs​ to support exports to the US.

The manufacturer has secured listings in more than 450 Whole Foods Market stores across North America from the summer, opening its seventh export market since it started out two years ago.

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