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General Mills debuts subscription snack service

By Maggie Hennessy , 02-Jan-2014

General Mills is experimenting with a concept that ships snacks directly to consumers through a subscription service. Called Nibblr, the service offers four small boxes of various snacks for $6. 

Packaged in individually sealed trays, snack mixes feature nuts, fruits, chocolate and such flavors as curry, chili pepper and chai. Users then rate what they sampled, and future shipments are tailored to customer tastes.

General Mills is targeting Millennial women and will market the service largely through social media and other digital channels.

Launched in November, Nibblr is modeled after the established Graze.com, a popular UK service that launched US operations earlier this year and now has more than 55,000 customers.

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