Americans really love their snacks, but will they pay to have them delivered to their mailboxes?
That’s the bet behind new snack delivery services seeking to inject an element of surprise into the snacking ritual. Rather than letting people pick what they want, the companies usually assemble packages based on the customer’s general preferences.
Martin Abrams, marketing director of the 301 innovation unit at General Mills, likened the company’s new Nibblr snack delivery service to the music subscription service Pandora, which offers personalized radio stations based on music people like. He called it the attraction of the “controlled surprise.”
Personalization and surprise are especially desired by Millennials, the generation in their 20s or early 30s, Abrams said. That’s why snack delivery services also often offer unusual flavors that might not be found in a vending machine.
Here’s a look at three services:
• GRAZE: www.graze.com/us
PRICE: $6 a box, including delivery, with four snacks to a box.
• NATURE BOX: www.naturebox.com
PRICE: A box with five snacks costs $19.95, 10 bags cost $29.95 and 20 bags cost $49.95. Each bag is 4 to 6 ounces and contains what is supposed to be three to five servings.
• NIBBLR: www.nibblrbox.com
PRICE: One box is $5.99. There are four snacks to a box.
— The Associated Press