Food Business News - May 3, 2016 - (Page 31)

NatureBox moves from snail mail to retail GLUTEN FREE SINCE 2010 REDWOOD CITY, CALIF. - Debuting on shelves in 900 Target stores last month was an assortment of healthy snacks from NatureBox Inc. The move marked the snack subscription service's first foray into brickand-mortar retail. For NatureBox, the expansion into Target Corp. not only promises increased consumer access to and awareness of the brand, but it also leverages the company's use of shopper data to drive product assortment and innovation. "Only 2% of consumers today are buying food on-line; the vast majority, 98% of Americans, are buying food in traditional grocery stores or brick-and-mortar outlets," Gautam Gupta, co-founder and chief executive officer of NatureBox, told Food Business News. "So we see this as an opportunity to expand brand awareness across the channels in which consumers are already looking for food products like ours." Launched in 2012, NatureBox offers more than 100 snack options on-line at, allowing consumers to choose the number of snacks per shipment and the frequency of delivery. Mr. Gupta said retail distribution was always a part of NatureBox's long-term strategy. "That's why we made a dedicated investment to develop our own products under the NatureBox brand," Mr. Gupta said. "From the beginning, we all believed this was going to be part of the vision and part of the business, but it was about a year ago when we really started to think about launching in retail and putting the initial plans together for our partnership with Target." Through the partnership, NatureBox is launching eight of its most popular products in Target for a suggested retail price of $3.99 to $4.99. Varieties include mini Belgian May 3, 2016 waffles, cinnamon yogurt mini grahams, asiago and cheddar cheese crisps, sea salt popcorn snacks, praline pumpkin seeds, sriracha roasted cashews, lemon tea biscuits, and dried pineapple rings. Like all NatureBox snacks, the products are made with no artificial colors, flavors or sweeteners or highfructose corn syrup. Each serving contains 200 calories or fewer. "One of the really exciting things is being able to leverage a very large catalog of products we have, which is today 120 different options, and constantly bringing something new to the Target shopper," Mr. Gupta said. "We know where our members live and what they're buying, and so we're using that geo-targeted data to personalize the store shelf." The partnership with Target gives NatureBox a competitive advantage over similar boxof-the-month services, including, Love With Food, UrthBox and other on-line retailers that have clicked with health-minded consumers. Mr. Gupta hopes establishing a retail presence will drive further momentum in the business, which has more than doubled each year. "We started in 2012; in 2013 we grew 20x year-over-year," Mr. Gupta said. "In 2014 we tripled the business, and we doubled the business again last year." Eventually, the brand plans to broaden its reach into other retail channels, he said. "We want to be where the consumer is thinking about snacks - that's not just on-line, and that's not just Target, but everywhere the consumer is thinking about snacks," Mr. Gupta said. "But right now, we are really laser focused on making sure this partnership is successful and making sure we execute flawlessly on this launch." FBN FOODBUSINESS NEWS ® 31

Table of Contents for the Digital Edition of Food Business News - May 3, 2016

Food Business News - May 3, 2016
Dr Pepper pivoting with the consumer
New front opens in the battle over sodium
Beverage Business News - Beverage makers capitalizing on dairy
Table of Contents
Web Contents
Editorial - Vermont’s immediate impact is becoming clearer
Three meals a day still the American way
Mondelez battling weakness in biscuit market
Pinnacle picks Mondelez exec as new c.e.o.
Chipotle Mexican Grill in the midst of a slow recovery
Hormel sells Diamond Crystal Brands
Starbucks sets forth single-serve strategy
PepsiCo initiating transformational innovation agenda
McCormick acquires Australian herbs company
Costco eyes Nebraska for new poultry plant
Hershey still seeking answers to slow growth
Nestle, R&R to create world’s third largest ice cream company
Saputo details succession plan for presidency
Papa John’s removes HFCS from menu
Danone building strength in yogurt
Dannon to go non-G.M.O.
Taco Bell to limit antibiotics in chicken
Dr. Praeger’s focused on keeping brand fresh
PepsiCo appoints new global food service leader
NatureBox moves from snail mail to retail
Market Insight - The good and bad of El Nino, La Nina
Ingredient Trends - Clean label gains momentum
Food packaging and clean label
Ingredient Innovations - Red means go in color innovation
Specialty dairy ingredients used in beverages
New Food Products
Ingredient Market Trends - I.G.C. forecasts world wheat stocks at new record in 2016-17
Ingredient Markets
Supplier Innovations and News
Ad Index
Food Business in the News

Food Business News - May 3, 2016