graze kicks off Europe strategy with direct-to-consumer Ireland launch

graze has kick-started its European expansion strategy, launching direct-to-consumer in the Republic of Ireland.

The launch is part of the business’ wider strategy to expand into additional European markets in the coming year, including Sweden, Germany and the Netherlands.

Social engagement

Having already acquired over 5,000 customers since last month’s launch, graze’s ‘test and go live’ strategy has enabled it to react rapidly to feedback from Irish consumers.

The business employed a similar approach when it successfully launched in the US in 2013, selling over $150m worth of snacks to date. By entering the market online first, the business is able to interact directly with initial fans, building an engaging brand without having to invest in bricks and mortar to start.

The business has already tracked over 20 million social media impressions in Ireland over the last few weeks, gaining traction amongst target audiences and attracting attention from key Irish social media influencers interested in the brand’s wider purpose.

Commenting on the launch, Anthony Fletcher, CEO at graze, said: “As the UK’s number one snacking brand, we’re really excited to be expanding our geographical footprint as we look to disrupt the European healthy snacking market over the coming year. We’ve already seen a positive response from consumers since launching in Ireland and look forward to helping our new grazers reimagine snacking as we continue to push the boundaries of healthy eating innovation at an international level.

“This is just the next step in graze’s ongoing mission to help consumers enjoy healthy eating as we continue to lead the way in the creation of exciting, wholesome snacks to fuel busy lives and we look forward to announcing further developments in due course.”

Graze currently offers Irish customers the option to choose from a selection of trial boxes that best suits their needs. They can pick from a variety box including a selection of graze’s most loved snacks; a light box which contains snacks under 150kcal; or a protein box that contains exclusively protein-based snacks.

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