GRAAM
GRAAM is a Paris-based French food brand (Manni's Kitchen SAS, founded 2019) that produces vegetable-based baked crackers and puffed chips with -70% fat content, sold via DTC e-commerce across 12 European countries and through major French retailers like Carrefour and Auchan.
- Company typePrivate
- Founded2019
- HeadquartersParis, France
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What GRAAM does
GRAAM (legally Manni's Kitchen SAS) is a Paris-based French food brand founded in 2019 by co-founders Virginie and Sabrina. The company produces and sells vegetable-based snack products — specifically oven-baked gluten-free crackers (in chickpea & rosemary, tomato & smoked paprika, and sweet potato & jalapeño variants) and puffed vegetable chips (in tomato & smoked paprika and onion & Tellicherry pepper variants) — positioned as healthier alternatives to traditional chips. The core technology centers on legume-flour-based baked cracker formulations and a blown/puffed chip process that claims -70% fat content compared to traditional fried chips, with 100% natural ingredients and gluten-free positioning.
GRAAM operates a dual-channel commercial model. Direct-to-consumer sales are conducted through a Shopify-powered e-commerce site (www.chezgraam.fr), shipping to France and 11 additional European countries at unit prices ranging from €14.50 to €37.00 across individual products and curated bundle packs. Wholesale/retail distribution runs through major French supermarket chains (Carrefour, Auchan, Monoprix, Intermarché, Franprix, G20), specialty retailers (Diagonal, Sitis), and travel retail (Air France, Eurostar). A dedicated B2B 'Espace Pro' portal supports inbound retailer and distributor inquiries.
The company is bootstrapped (capital social of €5,000) with a 7-person team (2 founders plus commercial director, communications manager, sales administration, and two sector managers). The product portfolio comprises 15 SKUs spanning crackers, chips, and themed bundle packs, including a limited-edition collaboration with French lifestyle brand Félicie Aussi. Marketing relies on organic social media (Instagram, Facebook, LinkedIn), email newsletter acquisition (with -10% first-order incentive), Shopify storefront content, and in-store retail visibility. GRAAM has registered trademarks but holds no patents, certifications, or disclosed external funding.
GRAAM firmographics
Firmographics- Name
- GRAAM
- Legal name
- Manni's Kitchen SAS
- Website
- https://chezgraam.fr
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- GRAAM is a Paris-based French food brand (Manni's Kitchen SAS, founded 2019) that produces vegetable-based baked crackers and puffed chips with -70% fat content, sold via DTC e-commerce across 12 European countries and through major French retailers like Carrefour and Auchan.
- Ownership category
- akta.pro rank
GRAAM industry classification
Industry- Product category
- Healthy Vegetable Snacks
- NAICS
- Cookie and Cracker Manufacturing (311821), Snack Food Manufacturing (31191)
- SIC
- Cookies & Crackers (2052)
- akta.pro primary industry
- Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads) (AFAKABAH)
- akta.pro secondary industry
- Potato & Vegetable Chips Manufacturing (AFAKAIAA)
Keywords
Where GRAAM is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
GRAAM business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Direct E-commerce Sales: GRAAM sells products directly to consumers through its Shopify-powered e-commerce website www.chezgraam.fr, shipping to France and European countries. Customers purchase individual products and curated packs at fixed prices.
- Retail/Wholesale Distribution: GRAAM supplies its snack products to retail partners including supermarkets (Carrefour, Auchan, Monoprix, Intermarché, Franprix, G20) and specialty retailers for resale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pack Découverte - Starter assortment pack |
| Unit Pricing | Pay-as-you-go | Pack Snacking Pimpé - All snacks assortment |
| Unit Pricing | Pay-as-you-go | Pack Chill & Chips - Chip-focused assortment |
| Unit Pricing | Pay-as-you-go | Pack Apéro Pimpé - Aperitif-focused assortment |
| Unit Pricing | Pay-as-you-go | Individual Products |
| Unit Pricing | Pay-as-you-go | Pack Collector GRAAM X Félicie Aussi - Limited edition collaboration |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
GRAAM product offering
Product offeringCore offering
GRAAM produces and sells vegetable-based crackers and puffed chips made from legumes (lentil, chickpea), root vegetables (sweet potato, potato), and natural spices. The brand offers gluten-free baked crackers and puffed chips with 70% less fat than traditional chips, sold in snacking and apéro formats through its own e-commerce site and retail partners.
Product overview
GRAAM is a French food brand selling vegetable-based snacks — specifically oven-baked crackers and puffed chips — made from vegetables like sweet potato, chickpea, lentil, and tomato. The product portfolio consists of two core product lines: crackers (three flavor variants: Patate douce & Piment jalapeño, Tomate & Paprika fumé, and Pois Chiche & Romarin) sold in apéro-format (6 sachets × 85-90g) and snacking-format (10 sachets × 30g); and puffed chips (two flavor variants: Tomate & Paprika fumé and Oignon & Poivre de Tellicherry) sold in apéro-format (14 sachets × 60g) and snacking-format (20 sachets × 20g). Five themed bundle packs combine products across both lines: Pack Découverte (full-range discovery), Pack Snacking Pimpé (snacking formats), Pack Chill & Chips (chips-only), Pack Apéro Pimpé (apéro formats), and Pack Collector GRAAM X Félicie Aussi (limited-edition collaboration with Félicie Aussi brand). All products are gluten-free, oven-baked (crackers) or puffed (chips with -70% fat vs. classic chips), 100% natural, and manufactured in France.
Differentiator
Problem solved
Functional benefit
Brands
- FÉLICIE AUSSI (Collaboration): A collaboration brand with FÉLICIE AUSSI, a French offbeat brand featuring paillettes (glitter) and good vibes. The partnership produced a collector pack featuring GRAAM products alongside FÉLICIE AUSSI merchandise.
Products and services
- Crackers Pois Chiche & Romarin 10 x 30g
Quantifiable outcome
- -70% fat content compared to traditional chips
- +3 more outcomes
Companies that use GRAAM
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
GRAAM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GRAAM partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Félicie AussiminorLimited edition collaboration creating a collector pack featuring sweet potato crackers, potato glitter socks, and a pin. The pack 'GRAAM X Félicie Aussi' combines snack products with lifestyle accessories from the French offbeat, sparkly brand known for good vibes.
- Shopify Inc.coreE-commerce platform powering the GRAAM online store at www.chezgraam.fr. Shopify handles payment processing, order management, shipping integration, and customer data management.
- CarrefourcoreMajor French hypermarket chain distributing GRAAM vegetable snacks in their stores across France.
- AuchancoreMajor French hypermarket and supermarket chain distributing GRAAM snacks in their retail locations.
- MonoprixcoreFrench urban supermarket chain with premium positioning, suitable for GRAAM's health-conscious and fun brand positioning.
- IntermarchécoreFrench supermarket cooperative chain distributing GRAAM products in their neighborhood stores.
- Air FranceminorGRAAM products available at Air France airports and in-flight, targeting travelers seeking healthy snacking options.
- EurostarminorGRAAM snacks available on Eurostar trains, serving international travelers with healthy aperitif options.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
GRAAM competitors and assessment
Company assessmentBroad incumbents
- Bel Group: Bel Group is a major French dairy and snack company (Laughing Cow, Boursin, Babybel, GoGo squeeZ) with deep retail relationships across French supermarkets. Comparable to GRAAM as a French snack/food brand with overlapping distribution channels, though Bel operates at vastly greater scale and category breadth.
- Bjorg: Bjorg (Norbert Dentressangle Group) is one of France's leading organic and healthier-food brands across biscuits, drinks, and cereals. Comparable to GRAAM as a French healthier-food brand, though Bjorg operates at much broader scale and category breadth.
- Breton Crackers: Breton (Mondelēz) is a mass-market cracker brand with broad retail distribution. Comparable to GRAAM as a competitor in the cracker category, though Breton operates at incumbent scale and lacks GRAAM's vegetable-flour or better-for-you positioning.
Regional players
- Jardin Bio (Léa Nature): Jardin Bio is the flagship organic food brand of French group Léa Nature, distributed widely across French supermarkets (Carrefour, Auchan, Monoprix). Comparable to GRAAM as a French healthier-food brand competing in the same retail aisles and appealing to the same health-conscious shopper, though with much broader organic grocery portfolio.
Direct peers
- Pipcorn: Pipcorn Heirloom Snacks makes popped corn and popped rice snacks marketed as whole-grain, gluten-free, and lower-fat alternatives to traditional chips. Comparable to GRAAM on popped/puffed snack technology and 'clean ingredient' brand positioning.
- Popchips: Popchips pioneered the popped/puffed (never fried) potato and corn chip category in the US with a -50% to -70% fat claim. Directly comparable to GRAAM's puffed vegetable chips on technology (puffed vs fried), health messaging, and snack-occasion positioning.
- Eat Real: Eat Real makes legume- and vegetable-based snack crackers and chips (chickpea, lentil, quinoa) in the UK with gluten-free, non-GMO, no-artificial-additive positioning. Closest European peer to GRAAM on formulation, packaging (multi-sachet boxes), and health positioning.
- Sensible Portions: Sensible Portions (Hain Celestial) makes Veggie Straws and Garden Veggie Straws — extruded vegetable-based snacks aimed at parents seeking better-for-you alternatives. Comparable to GRAAM in vegetable-flour snack formulation and family/health positioning.
- Hippeas: Hippeas makes chickpea-based puffed snacks positioned as better-for-you alternatives to traditional crisps. Highly comparable to GRAAM in formulation approach (legume-flour puffs), health positioning (gluten-free, plant-based), and target consumer (urban health-conscious snackers).
- Terra Vegetable Chips: Terra (Hain Celestial) makes vegetable-based chips (sweet potato, beet, taro, parsnip) positioned as a healthier alternative to potato chips. Comparable to GRAAM on vegetable-snack positioning and premium retail distribution, though Terra uses sliced-and-baked rather than puffed technology.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
GRAAM social profiles
Digital presenceGRAAM financial estimates
Financial estimateRevenue estimate
Valuation estimate
GRAAM leadership team
Management profileNumber of profiles
Profiles7 records
GRAAM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GRAAM 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 GRAAM
What does GRAAM do?
GRAAM produces and sells vegetable-based crackers and puffed chips made from legumes (lentil, chickpea), root vegetables (sweet potato, potato), and natural spices. The brand offers gluten-free baked crackers and puffed chips with 70% less fat than traditional chips, sold in snacking and apéro formats through its own e-commerce site and retail partners.
Is GRAAM a public or private company?
GRAAM is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GRAAM founded?
GRAAM was founded in 2019. It employs 1 to 10 people.
Where is GRAAM based?
GRAAM is headquartered in Paris, France, in the Europe region.
How does GRAAM make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail/Wholesale Distribution.
Who are GRAAM's main competitors?
Broad incumbents on record are Bel Group, Bjorg and Breton Crackers. Jardin Bio (Léa Nature) is listed as a regional player. Direct peers are Pipcorn, Popchips, Eat Real, Sensible Portions, Hippeas and Terra Vegetable Chips.
Does GRAAM have an API?
No public API is recorded for GRAAM.
What industry is GRAAM in?
GRAAM's product category is Healthy Vegetable Snacks. Its primary akta.pro industry code is AFAKABAH, Crackers, Biscuits & Grain Snacks Manufacturing (savory biscuits, crispbreads), with a secondary code of AFAKAIAA, Potato & Vegetable Chips Manufacturing. Its NAICS code is 311821 and its SIC code is 2052.