Updated to include the reply from graze
Subscription boxes have been a popular trend for a while now. There are a ton of beauty ones, among other types. When I had the opportunity to try graze boxes, though, I was really excited. For one thing, the snacks looked very unique. Here’s an example of a recent box I received. The food is fresh, and the flavors are good. I haven’t liked every snack, but many of them are really tasty. Plus, you can customize your preferences even before you get your first box, which is awesome. It’s also only $5 per box, and while it’s a little pricey for the size of the snack, I live in a rural area and getting a lot of the items in these boxes would be expensive, or even impossible. Additionally, you can get a box once a month, every week or every other week, and this flexibility appealed to me. Right now I’ve been doing every other week. Getting a graze subscription currently requires an invite code from another subscriber. Each new subscriber gets one invite, and occasionally they give you a way to earn an additional invite. This makes finding a graze invite challenging, and of course, the exclusivity has increased the appeal for many.
Every graze box includes a napkin, four individually packaged snacks and a booklet. The booklets have been fairly silly overall, but they are cute. However, this was part of my most recent booklet and it deeply troubled me (click the image to see it larger).
I was so frustrated and annoyed by this that I decided to write the people at graze an email. Here is what that email said.
I wanted to bring to your attention something that has me very troubled, and even has me considering canceling my subscription. I have battled an eating disorder most of my life. It’s taken me years to see food as something fun, enjoyable and that will fuel my body.
I subscribed to graze as a way to get some unique, fun snacks. I love getting packages, and it gives me something to look forward to, in addition to being a neat way to try new foods.
However, the attached file, from my latest graze box really troubled me. It took me years to not see foods as “good” vs. “bad.” I eat what I like. If I choose to eat a healthier snack, it’s because it’s what I want. But I refuse to be made to feel as though I’m being “bad” if I choose to eat a candy bar or chips.
Calling graze snacks “heroic” is a bit of a stretch at any rate, but to classify an entire range of snack foods as “villainous” is ridiculous and upsetting. I can guarantee you that this comparison is a trigger for thousands upon thousands of people like me, who have worked hard to battle eating disorders. Worse, it feeds the idea of “bad” foods for those who don’t yet realize that they are battling an eating disorder.
Obviously, as a company you’re entitled to market your graze boxes however you see fit. Graze is hardly the first company to attempt to alleviate our “guilt” about eating, and it won’t be the last. But it would be nice if you could consider that how you word things really can have a very negative impact on the people who pay for your product.
I’ll be basing my decision to cancel on the response to this email. There are so many people like me, and many of them may not be in as strong of a place as I am in terms of how influenced by this “villainous” vs. “heroic” campaign they are. Please consider focusing on the actual health benefits of your snacks, as opposed to marketing gimmicks that feed into unhealthy emotional judgments about food.
We’ll see what their response is, but I may very well be canceling the subscription after this. I refuse to participate in a campaign of food bashing, and by paying graze for my boxes, I feel like that’s what I’d be doing. Considering how elusive invitations are to join graze, and how many people would probably pay me for one, it saddens me to cancel but I am not going to be made to feel like I’m committing a crime if I choose to eat chips. And I’m sure as hell not going to PAY a company that vilifies food. I’ve learned to avoid things marketed this way in stores, as they are big time triggers for me. I’ll be sure to post a follow up, assuming they ever reply to my email.
I got a quick response, so I’ll give them credit for being prompt. That said, I’m underwhelmed by the substance of the reply.
Thanks so much for sending us your sincere thoughts, and for sharing with us your story of how you’ve worked incredibly hard to overcome an eating disorder.
We’re really sorry that our Super Swaps nutrition booklet wasn’t positive or helpful towards your graze experience. It’s really good to hear that you actually enjoyed your graze snacks so far and that it has provided some fun and excitement, but we can understand how the slogan might have some uncomfortable connotations. I can assure you that we do not intend to label any of our foods as ‘good’ or ‘bad,’ but that we just try to separate ourselves from other snack foods you can find in stores which are higher in calories, fat, or sugar. We completely agree that there are no good or bad foods and that it’s important to keep an open mind about what the different dietary needs of our grazers are.
For many of our grazers, our snacks are a lot healthier than the ones you’d find in the supermarket. We always have our grazers in mind when creating new snacks, and do seek out suppliers who aim for the highest quality nibbles.
Graze is all about healthy eating, so you can see that we were simply trying to break down any barriers some folks might have about including smaller portions of some foods traditionally seen as ‘bad,’ such as chocolate, in a healthy diet. For us, it’s all about variety and balance, with the odd treat thrown in once in a while. For some of our grazers, they want to be reminded that they’re making some smart ‘swaps’ as it reinforces the idea that they’re treating their bodies and minds well. We do go into the health benefits of our snacks here but we also like to have some fun with our snacks, which is why we include booklets like the Super Swaps one.
Once again we’re really sorry and hope that grazing can continue to still be a fun and positive experience for you. I’ve made sure to share your feedback with our marketing team to see how we can improve our messages.
Let me know if there is anything else I can help you with.
All the best,
(name removed by me)
I kind of feel as though this reply says, “we know some of our members see these foods as being ‘bad’ choices, and we’re reinforcing that belief for them!’” Which is my entire point… there are people who DO see food as “bad” vs. “good.” and I am just not a fan of that mentality. I think it’s incredibly unhealthy. You can choose to focus on healthier foods, but once you begin to add emotional judgments to food, it gets complicated, and it can fuel disordered eating behaviors that no one should have to face. I’m feeling as though this reply is a mixed message, at best. I’m likely to cancel my subscription. For now, I’ve pushed back my next shipment to July and have changed to once a month, instead of every two weeks. This gives me time to consider whether or not graze is a company I want to continue to support.