Unlocking the SNAP Market

I. The SNAP Market Opportunity

The Supplemental Nutrition Assistance Program (SNAP) represents a massive, often under-strategized segment of the U.S. grocery economy. With major retailers like Walmart, Kroger, and Amazon already doubling down on programs for these shoppers, the time for brands to engage is now.

• Market: There are 42 million SNAP recipients across the U.S., representing over $100 Billion in annual spending from benefits alone.

• Buying Power: This demographic accounts for 24% of all CPG spending.

• Strategic Timing: State-legal changes are shifting what can be purchased with SNAP benefits. This creates a window of opportunity to leverage customer behavior change and expand market share with this key demographic.

II. What is Benny?

Benny is a mission-driven platform that helps SNAP households save on groceries and essentials while managing their benefits.

• The Platform: Benny provides a mobile app that lets users track SNAP/EBT balances, link retailer accounts (e.g., Walmart, Amazon Fresh, Kroger, Costco), and access exclusive cash-back deals from food brands and retailers.

• Rapid Growth:

  • 200,000+ users across the U.S., adding 1,000+ new users daily.

  • Strong presence in key markets like California (30k), Florida (28k), Texas (25k), and New York (25k).

• Data Insight: Benny has already processed over $500 million in grocery purchases, providing deep visibility into shopper behavior across retailers such as Walmart (38% of receipts) and Kroger (6.8%).

III. Partnering with Benny

Benny partners with top CPG brands (e.g., Kraft, Oscar Mayer, Hot Pockets) to deliver targeted offers that drive validated, incremental sales.

How it Works:

1. Targeted Offers: Brands deploy offers aligned with SNAP spending cycles (e.g., "Buy 5, Get $5" for stock-up weeks).

2. Validated Redemption: Users activate deals and verify purchases by linking accounts or uploading receipts. Benny validates the sale before payout.

3. Measurable ROI: We use treatment and control groups to measure true incrementality.

Proven Results:

• ~$5.00 iROAS average for ongoing campaigns.

• 50% growth in monthly redeemers.

• Case Study: A Fortune 500 Food CPG achieved an average iROAS of $5.50 across 6 brands by leveraging stock-up offers that rewarded bulk purchases.

Future Opportunities: 

• Run surveys to learn more about SNAP household shopping behavior and trends

• Get insights on our panel of SNAP shopper data (purchasing behavior, trends, etc.)