Graze.com is one of the UK’s more interesting food businesses: set up by the founders of Lovefilm and now majority-owned by private equity giant Carlyle Group, it uses what it claims is a “unique taste algorithm” (even Google hasn’t thought of that one) to produce bespoke healthy snack boxes, in the main targeted at 25-45 lifestyle-conscious females.
It came first among food companies in the Sunday Times Fast Track 100. Graze.com now has an operation in New Jersey to add to its UK business and employs over 500 people.
And it’s stepping up another gear with this new campaign from heavyweight agency Adam&Eve/DDB, ‘Inspired Snacks.’
Graze CEO Anthony Fletcher says: “We felt that ‘heroing’ our snacks aligns strongly with what our graze customers tell us is different about the brand; that we care about our ingredients – creating unique combinations and recipes that really excite them and make them feel positive about healthier snacking.
“In fact, we can create completely new snacks based on customer feedback in 48 hours – something traditional FMCGs cannot do.”