General Mills launches snack subscription service

by Monica Watrous
Share This:
Search for similar articles by keyword: [General Mills]

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 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 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, 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.
Comment on this Article
We welcome your thoughtful comments. Please comply with our Community rules.



The views expressed in the comments section of Baking Business News do not reflect those of Baking Business News or its parent company, Sosland Publishing Co., Kansas City, Mo. Concern regarding a specific comment may be registered with the Editor by clicking the Report Abuse link.