Grazer
Grazer is a UK-based mobile dating and friend-finding app exclusively for vegans and vegetarians, distributed globally on iOS and Android via a freemium model with premium subscriptions, Charms, Feast Mode microtransactions, and advertising.
- Company typePrivate
- Founded2017
- HeadquartersPurley, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Grazer does
Grazer is a UK-based mobile dating and friend-finding application dedicated exclusively to vegans and vegetarians, operated by Grazer Holdings Limited and founded in 2017. The product is delivered as native iOS and Android apps distributed globally through Apple App Store and Google Play Store, and combines romantic matchmaking with platonic friend-finding for users whose identity centers on a plant-based lifestyle. Core product mechanics include location-based matching for nearby connections and a deliberate text-only chat interface designed to reduce catfishing and encourage values-based connection over appearances.
The company monetizes via a multi-stream freemium model: a free tier supported by advertising, optional auto-renewing Premium Subscriptions billed through the app stores, and transactional in-app purchases of Charms (limited-use engagement tokens for expressing heightened interest) and Feast Mode (time-limited interaction-limit unlocks). Premium subscribers also receive up to 2 Charms every 7 days, and Charms purchased outright do not expire, creating a tiered engagement economy. Grazer frames itself explicitly as a mission-driven platform positioned to accelerate plant-based adoption — not only a dating product — with earned media coverage in outlets including Sunday Times, Mashable, BBC Radio, Vice, Metro, El Pais, and Vox, and a Top 50 free lifestyle apps ranking indicating meaningful organic traction. The company is founder-led (Lewis Foster, CEO; Charlotte Elizabeth, CMO), privately held with 1-10 employees, UK-domiciled at 147 Station Road, North Chingford, London, and has raised at least $660,172 in disclosed funding (February 2022).
Grazer firmographics
Firmographics- Name
- Grazer
- Legal name
- Grazer Holdings Limited
- Website
- https://grazerapp.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Grazer is a UK-based mobile dating and friend-finding app exclusively for vegans and vegetarians, distributed globally on iOS and Android via a freemium model with premium subscriptions, Charms, Feast Mode microtransactions, and advertising.
- Ownership category
- akta.pro rank
Where Grazer is headquartered
LocationHeadquarters
- HQ city
- Purley
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Grazer business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Freemium Premium Subscriptions: Core freemium model with optional paid Premium Subscriptions providing enhanced features and functionality. Subscriptions are billed through App Stores on recurring auto-renewing basis. Premium subscribers receive Charms and access to enhanced interaction capabilities.
- In-app Purchases (Charms): Charms are limited-use features that can be purchased as one-time bundles. These do not expire and may accumulate over time. Premium-granted Charms are separate and expire after 7 days.
- Feast Mode Purchases: Time-limited feature unlocks that temporarily remove interaction limits. Can be offered as paid feature, promotional feature, or part of special events.
- Advertising: Monetization through advertising within the free tier of the app.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free tier with core matching features |
| Subscription | Monthly | Premium Subscription with enhanced features |
| Unit Pricing | Pay-as-you-go | Charms - one-time purchases |
| Unit Pricing | Pay-as-you-go | Feast Mode - temporary feature unlocks |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Grazer product offering
Product offeringCore offering
Grazer is a mobile dating and friend-finding application dedicated solely to vegans and vegetarians, available on iOS and Android. It connects like-minded plant-based users for dating and friendship using location-based matching, text-only chat for safety, and optional paid enhancements (Charms and Feast Mode) layered on a freemium base.
Product overview
Grazer is a mobile dating and friend-finding app dedicated solely to vegans and vegetarians, operating as a unified product available on iOS and Android platforms. The core offering is the Grazer Dating App, which users download through dedicated iOS and Android applications. The company offers a Premium Subscription model that provides access to enhanced features including Charms (limited-use features for expressing interest) and Feast Mode (a feature that temporarily unlocks interaction limits). The product portfolio consists of the free core app as the primary offering, supplemented by optional paid features and subscription tiers for monetization.
Differentiator
Problem solved
Functional benefit
Products and services
- Grazer Dating App Mobile dating and friend-finding application dedicated solely to vegans and vegetarians, enabling users to find plant-based matches for romance and friendship via location-based matching and text-only chat.
- Charms Limited-use in-app purchasable item that lets a user express enhanced interest in another user, available as one-time bundles that do not expire or as Premium-granted Charms (up to 2 every 7 days).
- Feast Mode Time-limited feature that temporarily unlocks certain interaction limits for a limited period, offered as a paid feature, promotional perk, or part of special events.
Quantifiable outcome
- Reached Top 50 free lifestyle apps in app stores
Companies that use Grazer
Customer profileSegments2 records
Ideal customer profiles2 records
Grazer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Grazer partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Grazer competitors and assessment
Company assessmentDirect peers
- Veggly: Veggly is a vegan and vegetarian dating app that directly competes with Grazer in the same niche vertical, serving plant-based users seeking romantic connections.
- GreenSingles: GreenSingles is a long-running vegan, vegetarian, and eco-conscious dating site that overlaps with Grazer's target market of plant-based and environmentally-minded singles.
Others
- Meetup: Meetup is a community and friend-finding platform that overlaps with Grazer's friendship use case by enabling interest-based group formation, including plant-based and vegan communities, though it does not focus on dating.
Broad incumbents
- Bumble: Bumble is a mainstream dating platform that also offers Bumble BFF for friend-finding, directly overlapping with Grazer's dual dating/friendship use cases across a far larger user base.
- Match Group: Match Group is the parent company of Tinder, Hinge, Match, and other dating platforms and represents the dominant incumbent competitive force in online dating that Grazer must contend with.
- Hinge: Hinge is a mainstream relationship-focused dating app that competes for the same end-user intent (finding a partner) and supports lifestyle and dietary preferences that can partially serve vegan/vegetarian users.
- Tinder: Tinder is the largest mainstream dating app and a primary incumbent alternative for Grazer's target users, supported by the Match Group's broad distribution and marketing spend.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Grazer social profiles
Digital presenceGrazer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Grazer leadership team
Management profileNumber of profiles
Profiles2 records
Grazer funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Grazer M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Grazer
What does Grazer do?
Grazer is a mobile dating and friend-finding application dedicated solely to vegans and vegetarians, available on iOS and Android. It connects like-minded plant-based users for dating and friendship using location-based matching, text-only chat for safety, and optional paid enhancements (Charms and Feast Mode) layered on a freemium base.
Is Grazer a public or private company?
Grazer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Grazer founded?
Grazer was founded in 2017. It employs 1 to 10 people.
Where is Grazer based?
Grazer is headquartered in Purley, United Kingdom, in the Europe region.
How does Grazer make money?
Four revenue lines are on record. Freemium Premium Subscriptions are the primary driver. The others are in-app Purchases (Charms), feast Mode Purchases and advertising.
Who are Grazer's main competitors?
Direct peers on record are Veggly and GreenSingles. Meetup is listed as an others. Broad incumbents are Bumble, Match Group, Hinge and Tinder.
Does Grazer have an API?
No public API is recorded for Grazer.