Post-Netflix boom, subscription boxes have cropped up everywhere, covering nearly all our needs from pet supplies to craft cocktails to make-up samples. Of course the snack category has seen its fair share of startups, but now cereal giant Kellogg’s is joining in.
The curated selection of “natural” packaged snacks sent via mail from Kellogg’s is currently without a name, but a spokesperson has confirmed that the service is forthcoming. And it seems Kellogg’s is picking up where General Mills left off: The brand’s leading competitor just discontinued a similar program called Nibblr last week. After a year and a half of delivery, the General Mills marketing team said the company is through with its “large-scale test with Nibblr,” adding that it was a great learning experience for the organization but efforts will be focused on other projects.
But that doesn’t mean the competition is over for Kellogg’s. The brand will have to face well-established subscription services delivering satisfying snacks like NatureBox and Graze.com. Though it began in London six years ago, Graze.com made its stateside debut in 2014, sending $6 customizable boxes of nuts, dried fruits, and other items once each week, every other week, or monthly. NatureBox follows a similar model, offering fruit and nut bars, popcorn, nut mixes, and fruit chips with subscriptions beginning at $20 each month for five snack bags. We’re unsure what Kellogg’s will add to the mix that’s unique, but we’re really hoping it’s not cereal—snore!
(h/t Bloomberg)
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Source link : https://www.delish.com/food/a42715/kellogg-snack-subscription-service/
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Publish date : 2015-06-09 07:00:00
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