Graze
Graze is a UK-based healthy snacking company that manufactures and sells better-for-you snack products (Oat Boosts, Crunch, On the Go) via direct-to-consumer subscription and major UK grocery retailers, serving health-conscious consumers across the UK and US.
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Graze does
Graze (legal entity: Nature Delivered Limited) is a UK-headquartered healthy snacking company founded in 2008 that manufactures and distributes better-for-you snack products including Oat Boosts baked flapjacks, Crunch vegetable-based snacks in eight flavours, and On the Go portable snacks. The company operates a dual-channel go-to-market model: direct-to-consumer sales via its own e-commerce website (graze.com) with a monthly subscription snack box offering (the original 4-punnet format), and third-party retail distribution through major UK grocery chains including Tesco, Sainsbury's, ASDA, Morrisons, Co-op, Waitrose, Ocado, Boots, and Amazon UK marketplace storefronts. The core technology is in nutritional formulation rather than software, with a proprietary 'No Snackrifices' philosophy governing sugar, calorie, salt and saturated fat thresholds and a documented track record of reducing sugar content by 160 tonnes since 2008 while maintaining taste.
The company employs approximately 348 people globally and operates from Richmond, UK headquarters with integrated manufacturing in Hayes, plus a US office in New York City and a Jersey City warehouse. Pricing is based on subscription billing cadences and retail unit pricing, with exact price points not publicly disclosed. Graze was acquired by Unilever from Carlyle in 2019 for approximately £100-150 million, recorded £35.6 million in declining revenue and £8.7 million in losses in 2024, and is being divested by Unilever to Katjes International (parent of Candy Kittens, co-founded by Jamie Laing) for £36 million in a deal announced December 2025 with expected close in H1 2026. The company holds B Corp certification since February 2021 and maintains trademarks on its core brand and the 'No Snackrifices' philosophy.
Graze firmographics
Firmographics- Name
- Graze
- Legal name
- Nature Delivered Limited
- Website
- https://graze.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Graze is a UK-based healthy snacking company that manufactures and sells better-for-you snack products (Oat Boosts, Crunch, On the Go) via direct-to-consumer subscription and major UK grocery retailers, serving health-conscious consumers across the UK and US.
- Ownership category
- akta.pro rank
Graze industry classification
Industry- Product category
- Healthy Packaged Snacks
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)
- SIC
- Bakery Products (2050), Miscellaneous Food Preparations & Kindred Products (2090), Food And Kindred Products (2000)
- akta.pro primary industry
- Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified) (CRADABAM)
- akta.pro secondary industries
- Snack Bars (Granola, Protein, Cereal Bars) (CRADABAG), Chips & Savory Snacks (Potato, Tortilla, Extruded) (CRADABAE), Snacks & Small Bites (Protein Boxes, Snack Packs, Charcuterie Cups) (CRAHAKAH), Health/Protein Snack Bars Manufacturing (AFAKAIAN)
Keywords
Where Graze is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Graze business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-consumer snack subscription: Monthly snack box subscription service delivering curated snack portions directly to consumers. Revenue declined nearly 10% to £35.6 million in 2024 as the DTC snack market contracted in favour of supermarket purchasing.
- Retail/grocery distribution: Sale of packaged snack products through major UK retailers including ASDA, Boots, Co-op, Morrisons, Ocado, Sainsbury's, Waitrose, and Tesco. Also available on Amazon UK marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Snack box subscription service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Graze product offering
Product offeringCore offering
Graze manufactures and sells a portfolio of better-for-you packaged snacks built around its "No Snackrifices" philosophy. Its core product ranges are Oat Boosts (baked wholegrain oat bars), Crunch (vegetable-packed crunchy snacks in 8 flavours) and On the Go (portable snack packs), plus retail punnet snack trays originally developed from its DTC 4-punnet snack box. Products are sold both through a recurring DTC snack-box subscription on graze.com and through major UK grocery, pharmacy and Amazon UK distribution.
Product overview
Graze is a UK-based healthy snacking company offering a portfolio of nutritionally balanced snack products. The core product line consists of three main ranges: Oat Boosts (baked wholegrain oat snack bars), Crunch (vegetable-based crunchy snacks in 8 flavours), and On the Go (portable snacks for convenience). The company originated with its iconic 4-punnet box subscription model in 2008, later adapted into retail-ready punnets and trays launched in 1600 UK stores in 2015. All snacks are positioned as better-for-you options with benefits such as plant protein, fibre, and essential vitamins and minerals, with responsible thresholds on calories, sugar, salt, and saturated fat. Products are sold through direct-to-consumer channels (website, Amazon) and major UK retailers including ASDA, Boots, Co-op, Morrisons, Ocado, Sainsbury's, Tesco, and Waitrose.
Differentiator
Problem solved
Functional benefit
Brands
- Oat Boosts: Baked in the UK wholegrain oat products, presented as perfect pick-me-up snacks
- Crunch
- On the Go
Products and services
- Oat Boosts Baked in the UK wholegrain oat snack bars, marketed as a perfect pick-me-up, sold through graze.com and Amazon UK and key grocery channel.
- Crunch Vegetable-based crunchy snack, packed with veg and available in 8 flavours, positioned as a healthier alternative to potato chips.
- On the Go Portable snack range designed for consumers on the move, sized for bags or pockets.
- Snack Trays / Punnets Portioned snack trays adapted from the original Graze snack-box format for the grocery and pharmacy retail channel.
Quantifiable outcome
- 160 tonnes sugar reduction since 2008
- +3 more outcomes
Companies that use Graze
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
Graze technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Graze partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- City HarvestminorFood waste reduction partnership where Graze donates surplus food to City Harvest, a local food bank charity. If donation to City Harvest is not possible, surplus goes to local farm animals as feed.
- Amazon UKcoreMarketplace distribution partnership through dedicated Amazon UK storefront pages for Oat Boosts, Crunch, and On the Go product ranges, expanding e-commerce reach beyond own website.
- UK Grocery Retailers (ASDA, Tesco, Sainsbury's, Morrisons, Co-op, Waitrose)corePrimary retail distribution partnerships through major UK supermarket chains representing core revenue channel. Graze launched in 1600 retail stores in 2015 and expanded ranges significantly in 2017.
- Boots UKcorePharmacy and health/beauty retail partnership expanding Graze distribution into health-focused retail environment complementary to positioning.
- Kimberley Wilson (Chartered Psychologist and Nutrition Expert)minorResearch partnership to commission the 'Psychology of Snacking' report providing insights into Britain's eating habits, snack preferences, and consumer psychology.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
Graze competitors and assessment
Company assessmentDirect peers
- KIND Snacks: KIND is a leading better-for-you snack bar brand with strong UK distribution. Directly comparable to Graze in nutritional positioning, retail channel strategy, and target health-conscious consumer.
- Trek (Natural Balance Foods): UK-based protein and oat snack bar brand with similar better-for-you positioning and major UK grocery distribution. Directly competes with Graze Oat Boosts in the healthy snack bar category.
- Eat Natural: UK better-for-you snack bar brand sold through all major UK supermarkets. Closely comparable to Graze in product format, ingredient philosophy, and retail channel footprint.
- Nakd (Lick Me I'm Delicious / Belviva): Nakd produces fruit-and-nut based snack bars with no added sugar, directly competing with Graze in the better-for-you bar segment across UK grocery and online retail.
- SnackNation: US-based snack box subscription service for offices and consumers. Closely comparable to Graze's DTC subscription model and corporate/enterprise wellness customer segment.
- NatureBox: US-based DTC subscription service for better-for-you snacks, directly comparable to Graze's subscription model, target consumer, and healthy-snacking positioning.
Emerging players
- Deliciously Ella: UK plant-based food brand with healthier snacking range sold through UK grocers and DTC. Overlaps with Graze in better-for-you positioning and health-conscious consumer targeting.
- Better Nature: UK tempeh-based snack brand with a cleaner-label, better-for-you positioning. Adjacent competitor in the UK healthier snacking category with overlapping retail and consumer targets.
- Pip & Nut: UK premium nut butter and snack brand sold through UK grocers. Comparable in better-for-you ingredient philosophy, retail channel, and health-conscious consumer targeting.
- Rude Health: UK better-for-you food brand with snack bars and breakfast products in major UK retailers. Comparable in plant-based, clean-ingredient philosophy and broad UK grocery distribution.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Graze social profiles
Digital presenceGraze compliance and trust
Trust signalCompliance1 record
Graze financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graze leadership team
Management profileNumber of profiles
Graze funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graze M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Graze
What does Graze do?
Graze manufactures and sells a portfolio of better-for-you packaged snacks built around its "No Snackrifices" philosophy. Its core product ranges are Oat Boosts (baked wholegrain oat bars), Crunch (vegetable-packed crunchy snacks in 8 flavours) and On the Go (portable snack packs), plus retail punnet snack trays originally developed from its DTC 4-punnet snack box. Products are sold both through a recurring DTC snack-box subscription on graze.com and through major UK grocery, pharmacy and Amazon UK distribution.
Is Graze a public or private company?
Graze is a private company. It is classified as corporate owned and is currently operating.
When was Graze founded?
Graze was founded in 2008. It employs 251 to 500 people.
Where is Graze based?
Graze is headquartered in London, United Kingdom, in the Europe region.
How does Graze make money?
Two revenue lines are on record. Direct-to-consumer snack subscription is the primary driver. The others are retail/grocery distribution.
Who are Graze's main competitors?
Direct peers on record are KIND Snacks, Trek (Natural Balance Foods), Eat Natural, Nakd (Lick Me I'm Delicious / Belviva), SnackNation and NatureBox. Emerging players are Deliciously Ella, Better Nature, Pip & Nut and Rude Health.
Does Graze have an API?
No public API is recorded for Graze.
What industry is Graze in?
Graze's product category is Healthy Packaged Snacks. Its primary akta.pro industry code is CRADABAM, Better-for-You / Functional Snacks (Low Sugar, Keto, Probiotic, Fortified), with a secondary code of CRADABAG, Snack Bars (Granola, Protein, Cereal Bars). Its NAICS code is 31191 and its SIC code is 2050.