Earlier today, Walmart launched a subscription service called Goodies.co, which will send members a box of food each month for rate of $7. But it looks like one of the main purposes of this program is to entice customers into providing feedback on these items, many of which aren’t currently on Walmart shelves.

Goodies.co (remember to leave off the “m,” as Goodies.com is taken up by a cyber-squatter) is the latest creation of WalmartLabs, which aims to integrate shopping and social media.

Each month, customers receive a themed “goodie box” with what the store claims is actually around $15 worth of food tied to that theme. For example, November’s theme, “Easy Entertaining,” comes with Thanksgiving-ready snacks like wine biscuits, pumpkin soufflé mix, dark chocolate infused Quinoa bars, and white cheddar popcorn.

The company doesn’t say it, but we’re pretty sure the reason you get such a deal on the stuff in the box is that they really want you to go back onto Goodies.co to order the products and/or leave reviews.

Customers who leave reviews earn “loyalty points,” which can add up to free months or free stuff from the Goodies.co store.

A WalmartLabs VP tells FastCompany that about half of the original 3,000 Goodies.co beta testers left reviews.

“The whole social aspect of this is critical,” he explains. “This is a two-way dialogue. It isn’t about us sending products and you just getting and eating them.”

So basically your the $7 subscription price covers the shipping and hedges against subscribers who just eat their goodies and don’t take part in the reviewing/ordering process.

Right now, the site is still invite-only, but you can sign up for an invite at Goodies.co if you’re interested. The service is currently only available in the continental U.S.

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