Casehero

The marketplace for case solutions.

Nibblr: Subscription Snacking In A Digital Market – Case Solution

The case study analyzes General Mills' attempt to jump into the emerging "subscription economy" with Nibblr in November 2013. Which marketing ideas should the company consider in order to succeed?

​Murray, Meghan
Darden Business School (UVAM0874)
August 15, 2014

Case questions answered:

  1. Evaluate the subscription-snacking market (market potential, competitors, etc.). Was the Nibblr team’s creation of a brand champion wise? Realistic?
  2. Summarize Nibblr’s branding and 4p strategy. Do you think the Nibblr team achieves its mission to delightfully surprise consumers through its subscription-snacking model?
  3. What is one piece of marketing advice you would give to the Nibblr team?

Not the questions you were looking for? Submit your own questions & get answers.


Nibblr: Subscription Snacking In A Digital Market Case Answers

Summary – Nibblr: Subscription Snacking In A Digital Market:

This case focuses on the introduction of Nibblr, an online snack subscription service, to an emerging and fairly untapped market. Nibblr is a child company of General Mills. Even though they come from a powerful brand, their goal was to launch Nibblr using limited resources, a tight budget, and a need for immediate innovation.

The main challenges facing the subscription service development team, BMX, included creating a clearly differentiated product in a market of fairly similar offerings and making the most of a limited budget through smart and effective digital marketing strategies.

Following its launch in November of 2013, Nibblr was seeing modest success by March of 2014. However, upon checking their website for further information, I found that not only was the subscription no longer available, but they had officially stopped fulfilling orders in early June of 2015, showing the apparent long-term failure of the service.

Question One:

The subscription-snacking market when Nibblr entered was one with several key players, but also one that the BMX team thought they could penetrate and capture a significant share in.

The first key competitor is the US-based company NatureBox, which had strong senior management and an entrepreneurial vision that allowed them to convert many prospective customers and build their brand via digital means.

NatureBox was established in the US and was on a positive growth trend; qualitative research via their website showed they specialize in a high-quality health dimension.

The other main competitor to Nibblr was the UK-based company Graze. Graze had been successful in the UK but struggled initially when it introduced itself to the US.

Though it was not coming close to matching its UK subscription numbers, Graze saw decent success several months after its US launch. Both companies’ subscriptions were priced higher than…

Unlock Case Solution Now!

Get instant access to this case solution with a simple, one-time payment ($24.90).

After purchase:

  • You'll be redirected to the full case solution.
  • You will receive an access link to the solution via email.
By clicking "Buy Now" or PayPal, you agree to our Terms of Use, Arbitration and Class Action Waiver Agreement and Privacy Policy.
Testimonial Best decision to get my homework done faster!
Michael
MBA student, Boston

FAQ

How do I get access?

Upon purchase, you are forwarded to the full solution and also receive access via email.


Is it safe to pay?

Yes! We use Paypal and Stripe as our secure payment providers of choice.


What is Casehero?

We are the marketplace for case solutions - created by students, for students.


  • About us
  • All Solutions
  • Sell your case solutions

Copyright © 2014–2025 · Privacy · Terms of Use

We use cookies to ensure that we give you the best experience on our website. If you continue to use this site we will assume that you are happy with it.OkPrivacy policy