Granola Lab

What Granola Lab does

Granola Lab was a small-batch granola company founded in March 2010 by Alex Crosier, a librarian by profession, and headquartered at the historic Brooklyn Army Terminal in Sunset Park, Brooklyn. The company produced six core granola varieties — Activation Energy (coffee, dark chocolate, hazelnuts), Cranberry Cashew Compound (the original best-seller with cloves and dried cranberries), Elemental Formula (maple, pecan, orange extract), Get Gingersnapping (ginger and molasses), Mediterranean Mix (tahini, date molasses, cardamom), and Tropical Utopium (pineapple, papaya, toasted coconut) — plus occasional special editions such as the 2022 Tamarind Fusion. All products were formulated to be all-natural, preservative-free, kosher Pareve (certified January 2018), dairy-free, and GMO-aware, with many organic ingredients.

Name

Granola Lab

Legal name

Granola Lab LLC

Website

https://granolalab.com

Company type

Private

Founded year

2010

Operating status

Closed

Headcount range

1–10 employees

Short description

Granola Lab was a Brooklyn-based small-batch granola company selling six proprietary flavors direct-to-consumer via Shopify, through subscriptions, wholesale via Faire, and at retailers like Whole Foods. The founder-led LLC ceased operations after 12+ years citing inflationary pressures on small-batch production.

Ownership category

akta.pro rank

Product category

Artisan Granola

NAICS

Bakeries and Tortilla Manufacturing (3118), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Bakery Products (2050), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Grain-Based Mixes & Doughs Manufacturing (pancake/waffle mixes, baking mixes, dough bases) (AFAKABAF)

akta.pro secondary industries

Premium/Artisanal Bakery Wholesale (AFAIAFAG), Bakery & Ingredients Wholesale Distribution (CRAOAAAG)

Keywords

• Small-batch granola
• Artisan breakfast foods
• Granola subscriptions
• Specialty food wholesale
• Natural snack products

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchases of granola products through e-commerce storefront. Products include 14 oz bags, mini packets, gift boxes, and merchandise.
2. Subscription Service: Monthly or bimonthly recurring subscription plans with free shipping. Plans are priced below one-time order rates. Auto-renews until cancelled.
3. Wholesale Distribution: Bulk sales to retailers throughout the US via Faire platform. Sells 14 oz packages in cases of 6 or 12 units, grab-and-go packets in cases of 24+, and bulk for food service.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Granola Lab manufactures and sells small-batch, artisanal granola in six core flavors plus seasonal special editions, packaged in 14 oz bags, 2 oz mini packets, mason jar gift boxes, and bundled gift sets. Distribution combines direct-to-consumer e-commerce, a recurring subscription service with free shipping, and wholesale cases sold to retailers and food service operators across the U.S. All products are kosher, preservative-free, dairy-free, GMO-free, and feature bold, unconventional flavor profiles using many organic ingredients.

Product overview

Granola Lab is a small-batch granola company based in Brooklyn that offers a portfolio of six core granola flavors plus seasonal special editions. The core products include Activation Energy (coffee/chocolate/hazelnuts), Cranberry Cashew Compound (the original best-seller), Elemental Formula (maple/pecan/orange), Get Gingersnapping (ginger/molasses), Mediterranean Mix (Middle Eastern-inspired savory), and Tropical Utopium (tropical nut-free). All products are all-natural, preservative-free, kosher, dairy-free, and contain many organic ingredients. The product line extends to grab-and-go mini packets, gift bundles (mason jars and tote bag sets), subscription delivery service, and wholesale options for retailers. The company operates on a direct-to-consumer e-commerce model alongside retail distribution and wholesale channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Cranberry Cashew Compound The company's original and best-selling granola featuring two kinds of sweet dried cranberries, cashews, almonds, pepitas, and cloves for an earthy, warm flavor. Kosher, preservative-free, dairy-free, and GMO-free; sold in 14 oz packages to consumers and wholesale customers.
• Activation Energy Granola featuring coffee, dark chocolate, and hazelnuts, made with organic dark chocolate and sustainably-sourced coffee beans from Crop to Cup Coffee (roasted by Brooklyn Roasting Company). Available in 14 oz and 5 lb bulk sizes for consumers and wholesale buyers.
• Elemental Formula A maple-forward granola featuring pecans, sunflower seeds, organic maple syrup from Vermont's Deep Mountain Maple, and orange extract. Marketed as the company's kid favorite flavor; sold in a 14 oz package and placed at Whole Foods retail.
• Get Gingersnapping A gingersnap-inspired granola featuring allspice, organic ginger syrup, organic blackstrap molasses, and crystallized ginger in a vegan formula. Sold in a 14 oz package to consumers.
• Mediterranean Mix A savory Middle Eastern-inspired granola featuring sesame, almonds, pistachios, date molasses, and cardamom in a vegan, wheat-free formula with notably low sugar content. Sold in a 14 oz package to consumers.
• Tropical Utopium A low-sugar, nut-free granola featuring pineapple, papaya, and toasted coconut with whole grains and seeds. Contains coconut (classified as a tree nut by the FDA); kosher, dairy-free, and GMO-free. Sold in a 14 oz package to consumers.
• Tamarind Fusion (2022 Special Edition) A 2022 special edition granola featuring tamarind, dried bananas, walnuts, sesame, and flax seeds. Described as a sophisticated sweet-and-sour tropical flavor and a reintroduction of a recipe originally made over a decade earlier.
• 2 oz Mini Packets (Single Flavor 6-Pack)

Quantifiable outcome

• 12+ years in business before closure

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered minor and core.

• Crop to Cup CoffeeminorStrategic or Co-development PartnerSupplier of über-sustainable coffee beans used in Activation Energy granola. Coffee is imported by Crop to Cup Coffee and roasted by Brooklyn Roasting Company.
• Brooklyn Roasting CompanyminorStrategic or Co-development PartnerRoasts coffee beans sourced from Crop to Cup Coffee for use in Granola Lab's Activation Energy granola product.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform through which Granola Lab offers wholesale pricing to retailers throughout the US. Retailers can place orders directly via Faire.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Purely Elizabeth: Premium artisanal granola and muesli brand selling online, at Whole Foods, and via subscription. Closest direct peer — same health-conscious positioning, DTC-plus-retail model, comparable price point.
• Michele's Granola: Small-batch, premium-flavor granola brand (e.g., unique inclusions like tahini, pistachio) sold DTC and at independent grocers. Directly comparable artisanal positioning and flavor-forward approach to Granola Lab.
• Bobo's: Oat-based bars and bites brand with an artisanal, small-batch origin story and national retail distribution. Comparable in product category adjacency (oat-based snacks), premium positioning, and DTC-plus-retail GTM.
• Bear Naked: Granola and granola-based snack brand sold in mainstream grocery with a natural/clean-label positioning. Direct competitor in the granola category, though with greater scale and broader SKU breadth.
• Made Good: Granola bars, granola, and snacks positioned around allergen-free, organic, and school-safe credentials. Comparable clean-label positioning and grocery-channel distribution model.
• Seven Sundays: Premium muesli and granola brand sold DTC via subscription and at natural retailers. Comparable on product format, premium pricing, and direct-to-consumer + retail distribution.

Broad incumbents

• KIND Healthy Snacks: Large-scale better-for-you snack brand with granola clusters and bars. Overlaps in the premium-healthy-snacking consumer but operates at mass-market scale with significantly broader portfolio.
• Nature Valley (General Mills): Mass-market granola bars and cereal brand owned by a major CPG incumbent. Competes in the same shelf set at mainstream grocery but at commodity price points and scale Granola Lab cannot match.
• Trader Joe's Private Label: Operates a private-label granola line at very competitive price points in its own retail channel. Indirectly competes for the same consumer dollars and often crowds out smaller artisanal brands on shelf.

Emerging players

• Vital Farms: Pasture-raised egg and ethically-sourced food brand that scaled from a small-batch origin into a publicly-traded premium CPG. Relevant as a precedent for the trajectory a Granola Lab acquirer might target — premium, mission-led, retail-anchored.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GranolaLab
• Facebookfacebook.com/granolalab

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Granola Lab