A sort of Netflix for your snack drawer is launching in the U.S. today.
Graze.com, a U.K.-based online subscription service, delivers snacks to you that it thinks you will like based on its digital algorithm of preferences, allergies, diet concerns and previous food choices.
A box of snacks costs $6, including shipping, and will fit in a typical mailbox. There are upwards of 90 options to choose from, including the “Florentine,” a pouch of pumpkin seeds, dark chocolate buttons and cranberries, and the “My Thai," which contains baked soy bites with sweet chili sauce. All options are either low calorie, a good source of protein or provide essential vitamins and minerals.
Graze.com had only been in beta mode in the U.S. before today, but in the 12 months ending in February of this year, the snacking-delivery site brought in sales of $65 million. There are currently 350 employees working at the company, which was started by a group of seven friends in 2008.
The service is so popular, in fact, that you will have to get in line. Unless you know an existing Graze.com customer -- called a “grazer” -- who can hook you up with one of their limited number of promotional codes, there is a wait list. That’s because Graze.com sources their snacks from very small suppliers.
At the beginning of the year, Graze.com sent 100 emails to its friends in the U.S. to see if the service would be popular. In 24 hours, Graze.com had interest from customers in 48 states and within two weeks had signed up 20,000 customers. Since January, Graze.com has been working out of a top secret facility in New Jersey. It now has 55,000 customers. To keep its snackers stocked, Graze.com's team of eight people in New Jersey has tripled in size since January.
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