At the age of 18, Gautam Gupta got sick and tired of being overweight. So he began exercising and watching what he ate. Within six months, he had lost 70 pounds. After graduating from Babson College, Gupta joined venture capital firm General Catalyst Partners and worked there for four and a half years. Today, he runs the healthy startup NatureBox with fellow Babson alum Ken Chen.
Headquartered in General Catalyst’s Palo Alto offices (the firm is an investor), NatureBox aims to help people eat better without changing their eating habits dramatically. For $19.95 per month, subscribers get four to six full-sized packages of healthy snacks in a box. Selected by NatureBox’s nutritionists, the guilt-free eats come from farms or independent manufacturers that also supply stores like Whole Foods and Trader Joe’s. The grub seems interesting, too. Last month’s NatureBox, for instance, contained apple rings, sun-ripened white peaches, citrus kick almonds, harvest fruit granola, and organic trail mix.
Additionally, all snacks contain none of the nasties such as partially hydrogenated oils, high fructose corn syrup, trans fats, artificial flavors, artificial colors, and artificial sweeteners. Shipping is free and deliveries can be paused or canceled anytime.
According to NatureBox, the company focuses on snacking because it’s the leading cause of childhood obesity as well as the easiest habit to change. NatureBox isn’t just set on changing poor eating habits across America; it’s committed to helping feed the more than 14 million hungry children in the country as well by donating a meal for every box sent out.
One of NatureBox’s goals is to reach 25,000 subscribers by the end of the year. Gupta also says that their website will undergo some changes over the next few months. Right now, subscribers can’t choose the products that go into their box, but soon they’ll be able to indicate any dietary restrictions or preferences.