NatureBox
NatureBox is a US-based direct-to-consumer snack subscription company that delivers curated better-for-you and adaptogenic snacks to individual consumers and corporate offices via a monthly membership model with up to 40% member discounts and a B2B HUNGRY catering channel.
- Company typePrivate
- Founded2012
- HeadquartersRedwood City, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What NatureBox does
NatureBox is a Redwood City, California-based direct-to-consumer snack subscription company founded in 2012, operating a curated online marketplace for better-for-you and adaptogenic snacks. The company distributes approximately 100+ SKUs across categories including cookies and bars, chips and crackers, nuts and clusters, popcorn and pretzels, snack mixes, jerky, beverages, and a dedicated wellness/adaptogen line featuring ingredients such as maca, moringa, turmeric, matcha, and ashwagandha. NatureBox's product layer combines proprietary adaptogen-integration methods — documented flavor pairings (e.g., peanut butter with maca, chocolate with moringa, turmeric with black pepper) — with a curated marketplace of branded partner products from suppliers including Equal Exchange, NUMO, Jackson's, Field Trip, and Righteous Felon.
The business operates on a multi-stream revenue model anchored by a monthly NatureBox Membership that offers up to 40% discounts on products, $5 monthly store credits, and free shipping on orders over $25, with a 15-day free trial and a first-year money-back guarantee. Supplementary revenue streams include curated snack box subscriptions (Delightful Box at $49.99-$62.99 and Snack Box Deluxe at $99.99-$119.99), one-time individual product purchases, gift cards, bulk wholesale options, and a dedicated B2B office snack delivery channel called HUNGRY serving corporate clients with 20+ employees. A formal affiliate program paying up to $15 per signup adds a performance-marketing acquisition layer.
The company serves two primary customer segments: individual health-conscious consumers seeking functional wellness snacks delivered to their homes, and corporate/office customers purchasing bulk snack programs for employee wellness. NatureBox has raised approximately $58.5 million across four funding rounds (last round a $30M Series C in May 2015) from investors including General Catalyst, SoftBank, Canaan Partners, and Global Founders Capital, and is led by CEO John Occhipinti. The company remains privately held, operates solely within the United States, and has grown to approximately 100 employees from its founding team of two.
NatureBox firmographics
Firmographics- Name
- NatureBox
- Legal name
- NatureBox
- Website
- https://naturebox.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NatureBox is a US-based direct-to-consumer snack subscription company that delivers curated better-for-you and adaptogenic snacks to individual consumers and corporate offices via a monthly membership model with up to 40% member discounts and a B2B HUNGRY catering channel.
- Ownership category
- akta.pro rank
NatureBox industry classification
Industry- Product category
- Healthy Snack Subscription
- NAICS
- Snack Food Manufacturing (31191), Special Food Services (7223)
- SIC
- Retail-Food Stores (5400), Cookies & Crackers (2052)
- akta.pro primary industry
- Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)
- akta.pro secondary industries
- Fresh Food Subscription/CSA & Produce Box Retail (CRAHAHAG), Specialty & Dietary Catering (Vegan, Kosher, Halal, Allergy-Friendly) (HSACAGAH)
Keywords
Where NatureBox is headquartered
LocationHeadquarters
- HQ city
- Redwood City
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NatureBox business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Subscription Membership: Monthly membership providing access to discounted prices (up to 40% off), monthly store credits, promotional offers, and free shipping on orders over $25. Members receive $5 monthly credits towards purchases.
- Affiliate Program: NatureBox offers an affiliate program where partners earn up to $15 per new member signup for content sites and $1 per signup for coupon sites, with 60-day cookie duration.
- One-time Product Sales: Non-members and members can purchase individual snack products at regular or discounted member prices, including bulk options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Standard Membership with 15-day free trial |
| Subscription | Monthly | Delightful Box subscription |
| Subscription | Monthly | Snack Box Deluxe subscription |
| Unit Pricing | Pay-as-you-go | Individual products |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
NatureBox product offering
Product offeringCore offering
NatureBox is a subscription-driven online retailer that delivers healthier-for-you, all-natural snack foods—including adaptogen-infused SKUs with proprietary formulations featuring ingredients like maca, turmeric, moringa, matcha, and ashwagandha—directly to consumer homes. It also operates an office snack delivery program (HUNGRY catering) for businesses, alongside gift boxes, bulk wholesale, and an affiliate partner channel.
Product overview
NatureBox is a direct-to-consumer snack subscription service offering a curated portfolio of healthier-for-you snacks through a monthly membership model. The core product is the NatureBox Membership, which provides members with savings of up to 40% on hundreds of nutritionist-approved snacks, monthly store credits, and free shipping. The company sells through distinct product lines: Snack Boxes (Delightful Box, Snack Box Deluxe) as curated gift and subscription offerings; Cookies & Bars including adaptogenic varieties like Peanut Butter Maca Cookies; Chips & Crackers including Cheese Bites and Plantain Chips; Nuts & Clusters featuring flavored almonds and cashews; Popcorn & Pretzels including the adaptogenic Turmeric Black Pepper Popcorn; Snack Mixes; Jerky from brands like Righteous Felon; Beverages featuring Equal Exchange organic coffees; Wellness Snacks including NUMO functional gummies; and Bulk Buy options for office and corporate customers. The company specializes in adaptogenic snacks incorporating maca, matcha, moringa, turmeric, and ashwagandha for functional wellness benefits. NatureBox also operates an Office Snacks B2B service for corporate wellness and an Affiliate Program for partners.
Differentiator
Problem solved
Functional benefit
Brands
- HUNGRY: Catering options for corporate clients mentioned as new service offerings.
Quantifiable outcome
- Up to 40% member savings on hundreds of snacks
- +2 more outcomes
Companies that use NatureBox
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
NatureBox technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
NatureBox partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Equal ExchangecoreEqual Exchange is a key partner supplying organic, fair-trade coffee products to NatureBox. Their products include Organic Breakfast Blend Whole Bean Coffee, Organic Mind Body & Soul Medium Roast, Organic Love Buzz Dark Roast, and Organic French Roast Ground Coffee.
- Affiliate PartnersminorContent sites and coupon sites can partner as affiliates earning $15 per new member signup for content sites and $1 per signup for coupon sites.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
NatureBox competitors and assessment
Company assessmentDirect peers
- MunchPak: Subscription snack box with curated assortments and tiered pricing, directly comparable to NatureBox's snack box subscription products.
- Universal Yums: Subscription snack box operator with a monthly curated assortment model directly comparable to NatureBox's Delightful Box and Snack Box Deluxe products.
- UrthBox: Health-focused monthly snack subscription box targeting the same better-for-you consumer segment as NatureBox's membership offering.
- Carnivore Club: Subscription snack box (jerky/meat snacks) with a curated monthly model directly comparable to NatureBox's jerky category and snack box subscriptions.
- Office Snax: B2B office snack and coffee delivery provider competing with NatureBox's corporate office snack service and HUNGRY catering offering.
- FitSnacks: Health-and-fitness-oriented snack subscription box operating in the same better-for-you, recurring-delivery category as NatureBox.
- Love with Food: DTC subscription snack box with a similar curated, better-for-you positioning and monthly delivery cadence. Competes head-to-head for the same health-conscious consumer segment.
- Bokksu: Curated monthly snack subscription with tiered box pricing analogous to NatureBox's Snack Box Deluxe and Delightful Box tiers.
- Graze: Direct subscription snack box competitor, also explicitly named as a NatureBox peer in office snack delivery. Operates the same DTC subscription model with curated portion-controlled snacks.
- Caroo (formerly SnackNation): Direct B2B office snack delivery competitor, explicitly named alongside NatureBox in the office snack subscription market. Both target corporate wellness programs with curated healthy snack assortments on a recurring delivery model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
NatureBox social profiles
Digital presenceNatureBox financial estimates
Financial estimateRevenue estimate
Valuation estimate
NatureBox leadership team
Management profileNumber of profiles
Profiles1 record
NatureBox funding detail
Funding detailFunding overview
Funding rounds4 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NatureBox 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 NatureBox
What does NatureBox do?
NatureBox is a subscription-driven online retailer that delivers healthier-for-you, all-natural snack foods—including adaptogen-infused SKUs with proprietary formulations featuring ingredients like maca, turmeric, moringa, matcha, and ashwagandha—directly to consumer homes. It also operates an office snack delivery program (HUNGRY catering) for businesses, alongside gift boxes, bulk wholesale, and an affiliate partner channel.
Is NatureBox a public or private company?
NatureBox is a private company. It is classified as venture growth investor backed and is currently operating.
When was NatureBox founded?
NatureBox was founded in 2012. It employs 51 to 100 people.
Where is NatureBox based?
NatureBox is headquartered in Redwood City, United States, in the North America region.
How does NatureBox make money?
Three revenue lines are on record. Subscription Membership is the primary driver. The others are affiliate Program and one-time Product Sales.
Who are NatureBox's main competitors?
Direct peers on record are MunchPak, Universal Yums, UrthBox, Carnivore Club, Office Snax, FitSnacks, Love with Food, Bokksu, Graze and Caroo (formerly SnackNation).
Does NatureBox have an API?
No public API is recorded for NatureBox.
What industry is NatureBox in?
NatureBox's product category is Healthy Snack Subscription. Its primary akta.pro industry code is CRAHAEAH, Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal), with a secondary code of CRAHAHAG, Fresh Food Subscription/CSA & Produce Box Retail. Its NAICS code is 31191 and its SIC code is 5400.