System1 Testing: Graze will Drive Craze - as Long as Supermarkets Stay Stocked

Aug. 10, 2026

Graze’s new Oat Brownies range has earned a strong 4.8-Star Rating in independent consumer testing by System1, suggesting new items have considerable commercial potential.

The range is one of the first launches to carry Graze’s new brand identity as the business undergoes a high-profile rebuild led by Candy Kittens co-founder Jamie Laing.

System1 evaluated the range using its Test Your Innovation platform, which predicts the commercial potential of new product concepts, packaging and brand elements. The platform’s Star Rating measures consumers’ emotional response to an idea, their willingness to support it and how quickly they reach that decision.

The 4.8-Star score indicates that the Oat Brownies have the potential to generate strong consumer demand, with only 15% of innovations reaching 4.0 Stars and above. However, the testing also identified a potential commercial risk for Graze and its retail partners.

The products’ appeal and differentiation mean they could draw some purchases away from Graze’s existing range, rather than generating entirely incremental sales. The findings also suggest that, when the Oat Brownies are unavailable, both existing Graze customers and consumers who are new to the brand may be more likely to choose a competing product than another Graze snack.

Strong distribution, prominent shelf positioning and consistent replenishment will therefore be critical to converting consumer enthusiasm into sales and preventing unmet demand from benefiting rival brands.

Tristan Findlay, Chief Growth Officer - Innovation, System1 said:

"Jamie Laing has a track record of shaking up categories with premium alternatives, so it's no surprise to see that energy land in Graze's new brownie range. A 4.8-star rating shows shoppers are already backing it, which is a strong start. For me, the real test now is incrementality, can this range pull new buyers into healthy snacking, or will it simply recycle Graze's existing fanbase? Get that right and it's a genuine win, more footfall, sharper awareness and a stronger case for shelf space. Get it wrong, and it risks cannibalising the very products that built Graze's reputation in the first place. Either way, it's a launch I'll be watching closely."