A new pathway to the grocery shelf

Naturebox Goes Offline with Safeway and Sprouts

I read this and smiled.    This discovery commerce brand as launch platform has started to show up on shelf – having been “proven” in terms of best sellers via an original subscription business.

The NatureBox brand is moving into Safeway and Sprouts.    Talk about turning the “traditional CPG models” on their heads?    My favorite lines are the quotes from NatureBox CEO

“We look at the online and offline world as very complimentary,” he said. “[What] we’ve done is figure out ways to leverage each of these channels to feed the other. So one example that is with our retail partners, we are able to send consumers to their stores through social media and coupons in our boxes. That is something that is also exciting for our retail partners targeting this millennial demographic.”

This is a very natural way to think about how to integrate the powers of human feedback (at scale) into ones product development and planning cycles.   It also allows a constantly moving way to monitor and pick up on trends.   Once you see it – it makes all the sense in the world – but imagine pitching this idea in a CPG board room not that long ago.    A different form of constant innovation and feedback loops.   It will be fascinating to watch and see how this all plays out over time.
Oh, and by the way I have ordered a NatureBox in the past and liked some things, liked other some things a LOT,  and a few not so much – and that’s kind of the point.    A brand born of a purpose – healthier snacking that has introduced many people to new ideas, forms and tastes … Watching how this brand grows and evolves will be key learning for many in the food/Beverage industry – whether they like it or not!