Product Review: Graze retail packs
Graze is a phenomenon that has impressed me greatly. From beginnings as a subscription snacks business it has progressed to be the embodiment of the snacking market trend. As consumers we are hungry for more variety in their snack and Walkers Cheese and Onion Crisps just aren’t doing it any more. We are also much more aware of what we’re snacking on, where it’s come from and what it’s doing to our bodies so health has become increasingly important. Having said that, we’re still snacking because we need to fill a hunger gap and scratch that itch so a snacking product will only be successful if, firstly, it tastes good – TASTE IS KING. Graze epitomises this shift in buying habits and has carved out a patch for other businesses to follow.
However, I have a confession to make: I have never had a Graze box; I am a Graze virgin. So, today I decided to pop my (morello) cherry! I bought three varieties of the retail translation of Graze that I picked up from a Sainsbury’s Local in Holborn which specialises in food-on-the-go.
Appeals to: people bored with mundane snacks, conscious about what they consume and with a hunger for great tasting products
I love the packaging. The biodegradable sleeve encapsulates the business ethos and the messaging is clear, simple and puts across the products’ USPs. The packaging lends the product perfectly to lunch boxes and to be consumed on-the-go.
£1.20 – for a premium snack this is a realistic price point; however the more value-conscious consumer may trade their calorie conscience for an 80g portion of fried snacks instead of a 25g snackette and get more bang for their buck.
Thai Sweet Chilli Dippers
A small, but adequate, portion of light dippers with just enough thick, sweet chilli sauce. This is a great conversion of a trendy bar snack but Graze have taken the starchy, powdery elements of the snack out and replaced it with a light crunch. At just 83 calories the sweetness it feels like a, permissible, indulgent snack.
Salted Fudge & Peanut Cookie
This is a perfect little snack. It has the right blend of sweet goodies to keep a snacker interested but still sufficient health benefits to fit within the Graze portfolio. Unlike other products in the market, the balance between sweet and salty is pitched just right.
Lemon Drizzle Flapjack
This last snack is pure indulgence. The stodgy oats are offset by the light, airy lemon drizzle topping. This product is set apart by other flapjacks as it doesn’t leave a fatty grease on your fingers.
Verdict – in a word, converted! As a former Snacks Buyer and a self-confessed Food Adventurer, I’m not sure why it’s taken me so long to join the Graze Craze. I have always been a fan of the brand but now I can say that I’m also a fan of the products. In the week that Metcalfe’s has signed a deal that might see it lose its identity, I hope the team at Graze never lose theirs. I think I might be developing a Graze Crave for my future snacking…where do I sign up?