General Mills launches snack subscription service

by Monica Watrous
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MINNEAPOLIS — General Mills Inc. has launched a snack subscription service called nibblr. Each $5.99 box contains four portion-controlled snacks and is delivered by mail. Users may order on-line at nibblrbox.com and cancel anytime.

Packaged in individually sealed trays, snack mixes feature nuts, fruits, chocolate and such flavors as curry, chili pepper and chai. A variety called Chai It, You’ll Like It has golden raisins, raisins and vanilla chai raisins. The Tokyo Heat Wave mix has wasabi-coated peas, sesame sticks and peanut crackers. Gorilla-A-Go-Go contains dried bananas, peanuts and dark chocolate-covered raisins.

Subscribers may choose the snacks they receive via a rating system and the frequency of delivery. The service is available on a weekly, bi-weekly or monthly basis in the 48 continental states.

Similar services, such as graze.com and NatureBox have become a hit with health-minded consumers. Products offered through the programs feature nuts, fruits and seeds. Over the past two years, graze.com said it has experienced international growth of more than 130%, bringing total revenue to over $65 million for the year ended Feb. 28, 2013. The United Kingdom-based on-line retailer debuted its service in the United States in December, claiming to offer “a smarter snack experience” to busy consumers.
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