Graze

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.

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

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

• Healthy snack products
• Snack box subscription
• Baked oat bars
• Vegetable crunch snacks
• Portion controlled snacks

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered minor and core.

• City HarvestminorOthersFood 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 UKcoreChannel Partner/ Reseller/ DistributorMarketplace 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)coreChannel Partner/ Reseller/ DistributorPrimary 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 UKcoreChannel Partner/ Reseller/ DistributorPharmacy and health/beauty retail partnership expanding Graze distribution into health-focused retail environment complementary to positioning.
• Kimberley Wilson (Chartered Psychologist and Nutrition Expert)minorStrategic or Co-development PartnerResearch 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

Direct 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

• Xx.com/grazedotcom
• Facebookfacebook.com/grazeuk
• LinkedInlinkedin.com/company/graze-com
• Instagraminstagram.com/grazesnacks
• TikToktiktok.com/@grazesnacks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Graze