Graze offers dried fruit and nuts in the spirit of good honest food by two Kiwi blokes, Richard and Henry Hall. The very same brothers who’ve stocked cupboards with Cinderella dried fruit for decades.

Q: What is the brand story?

A: When did real food become so serious? Can’t real food be tasty, exciting and fun too? The team at Graze certainly think so. They are passionate about making good snacks that are as delicious as they are nutritious. They have learnt a thing or two about fruit and nuts, and have sussed the recipe for delivering an awesome real taste – take produce from the very best growers and seal in the fresh flavours!

Q: What is the current product range and variants and what makes these products stand out in the market?

A: Graze bulk packs come in 12 variants: Raw Almonds, Roasted Almonds, Tamari Roasted Almonds, Roasted Unsalted Cashews, Roasted Salted Cashews, Roasted Salted Pistachios, Cranberry Nut Medley, Raw Deluxe Nuts, Classic Scroggin, Tropical Nut Medley, Smokey BBQ Almonds and Roasted & Salted Peanuts. There are also five Snack Pack variants.”

“Graze products are proven performers and comprise nine of the top 15 skus in Foodstuffs stores in New Zealand. Graze offers unique bulk pack products to the category such as Tamari Roasted Almonds, Smokey BBQ Almonds, Roasted and Salted Pistachios and Tropical Nut Medley. Graze is a fun, branded offering that epitomises snacking. Fruit and nuts are sourced from leading top tier suppliers around the world and only high-quality grades are purchased. Graze is proudly roasted (unflavoured variants) and packed in New Zealand. Graze is fresh packed in small batch runs into high barrier resealable pouches and nitrogen flushed prior to sealing to ensure product freshness.

Q: Who is the consumer and what benefit does the product bring them?

A: 20-35- year-old shoppers who are seeking a healthy snack that also tastes great. The benefits include snacks that are healthy but also deliver on taste, convenience and freshness – resealable bags ensure product freshness and prevent over-indulgence. Large bulk packs also offer value.

Q: What consumer trend does the product support?

A: Nuts are hot and are in significant growth in New Zealand, being in the intersection of the three megatrends of health, convenience and taste. Consumers are looking for snacks that are healthy, but also deliver on taste. Consumers are snacking healthier than ever before, with all consumers at all life stages increasing their nut consumption throughout their day. Convenience continues to be a main driver in this category and resealable bags are seen as an effective means of preventing over-indulgence in snack foods. Consumers have concerns over Bulk Bin freshness, value and hygiene and are turning to packaged options to meet their needs.

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