General Mills has axed Nibblr, its subscription snack service that was launched 18 months ago.
Through Nibblr consumers could sign up to have snack boxes delivered weekly, bi-weekly or monthly. The service offered 29 different varieties of snack box priced US$5.50-5.90.
Nibblr was created by 301 Inc., an innovation department within General Mills that the company said drives innovation "beyond" its core categories and business models.
On pulling Nibblr, Brian Tockman, marketing manager for 301 Inc., commented: "The project provided great learning for our organisation, and we chose to focus our resources on other projects."
Elsewhere, US snacks-to-cereal giant Kellogg is reportedly mulling the launch of its own subscription snack service. The company would neither confirm nor deny the rumours.
A spokesperson for the company told just-food: "We’re always looking for new ways to reach our consumers – whether it’s through our foods, programmes, promotions or other activities. We’re exploring new opportunities in many areas of our business but it’s premature to discuss any details at this time."
