Kellogg's mulling launch of snack subscription service
Kellogg's could be about to launch a new snack subscription service similiar to e-commerce site Graze.com as the maker of breakfast cereals looks to appeal to consumers seeking healthier alternatives.
The company, which has suffered lagging sales across its cereal brand, has put together a team and invested capital to create the direct-to-consumer food business, according to Bloomberg, a move that could see it compete directly with Graze which expanded into the US from the UK last year.
Vice president, global communications Kris Charles told The Drum that it was too soon to give out any details of the project.
“We’re always looking for new ways to reach our consumers – whether it’s through our foods, programs, promotions or other activities," she said. "We’re exploring new opportunities in many areas of our business but it’s premature to discuss any details at this time.”
The news comes as US-based food company General Mills pulled out of a similar service, named Nibblr, as it looks to focus its resources on other projects.