Graze invented the personalised snack box model in the UK, using customer feedback loops to build loyalty before pivoting to mainstream retail distribution.
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See all ads on AdLibrary →Graze was founded in 2008 by Graham Bosher, Ben Jones and Edd Read as the UK's first personalised snack subscription box. After scaling to millions of subscribers and expanding to the US, the brand was acquired by Unilever in 2019 and later by Candy Kittens in 2025, ending its subscription service to focus on retail snack sales.
Graze's advertising evolved significantly across its lifespan. Early campaigns leaned on trial-box introductory offers — often at deep discount — to drive subscriber acquisition. Post-retail pivot, messaging shifted toward snack variety and portion-controlled health positioning. View current Graze creatives in the Graze ad library.
During its subscription peak, Graze ran Facebook's carousel and lead-gen formats heavily to capture health-conscious 25-45 female audiences. As retail became the priority, ads shifted to product-range showcases and convenience messaging aligned with supermarket availability. Instagram Stories were used for snack inspiration and recipe pairings.
Graze's copy historically balanced health claims ('no nasties', 'under 150 calories') with taste-forward language. The original subscription era used personalisation hooks ('Built just for you'). Later retail-phase copy emphasised convenience and variety. Seasonal messaging around New Year health resolutions was a perennial paid spend driver.
Graze's trajectory is a masterclass in DTC-to-retail transition — and the risks of a single-channel business model. Its early use of behavioural data (snack ratings) to personalise the product was genuinely novel and drove word-of-mouth. The lesson for marketers: build data assets and loyalty loops early, because they become the moat when distribution channels shift.
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