Wal-Mart, the world's largest food retailer, is also looking to use Goodies as a way to spot food trends in its stores.
"Wal-Mart is the largest grocer but there's room for us to innovate," Raj said. If the company builds a viable business, that's "super valuable for Wal-Mart," he added.
Over the past several years, the number of subscription services has grown and includes purveyors of everything from socks to beauty products. Online underwear seller Freshpair.com started a subscription service last year.
"It's a good model, if there's an element of discovery," said Sucharita Mulpuru, a Forrester Research analyst.
Wal-Mart's move into subscription services comes as it's experimenting with different ways to cater to its customers. Last month Wal-Mart announced it was testing a same-day delivery service in select markets for customers who buy popular items online during the holiday shopping season.