Fiber One
Fiber One is a General Mills-owned CPG brand selling high-fiber snack bars, cereals, protein bars, donuts, and wraps through mass retail, warehouse clubs, convenience stores, and e-commerce in 11+ countries, targeting health-conscious consumers and GLP-1 medication users.
- Company typePrivate
- Founded-
- HeadquartersSalina, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fiber One does
Fiber One is a consumer packaged goods brand wholly owned by General Mills (NYSE: GIS), a publicly traded diversified food conglomerate headquartered in Minneapolis, Minnesota. The brand produces and markets a portfolio of high-fiber snack and breakfast products, including soft-baked brownie bars (70-calorie line), chewy granola bars (Oats & Chocolate, Chocolate Peanut Butter), protein bars under the Protein One sub-brand, high-fiber breakfast cereals (Original Bran, Honey Clusters), wraps and thin sandwich rolls, and donuts. Formulation centers on proprietary blends of chicory root extract, sugarcane fiber, polydextrose, and whole grains, delivering 20-65% daily value of fiber per serving across SKUs, with selected products positioned as GLP-1 friendly or keto-friendly for weight-management medication users and low-carb dieters.
Fiber One firmographics
Firmographics- Name
- Fiber One
- Legal name
- General Mills
- Website
- https://fiberone.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fiber One is a General Mills-owned CPG brand selling high-fiber snack bars, cereals, protein bars, donuts, and wraps through mass retail, warehouse clubs, convenience stores, and e-commerce in 11+ countries, targeting health-conscious consumers and GLP-1 medication users.
- Ownership category
- akta.pro rank
Fiber One industry classification
Industry- Product category
- High-Fiber Snack Foods
- NAICS
- Breakfast Cereal Manufacturing (31123)
- SIC
- Grain Mill Products (2040)
- akta.pro primary industry
- Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where Fiber One is headquartered
LocationHeadquarters
- HQ city
- Salina
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fiber One business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Consumer Packaged Goods Sales: Fiber One generates revenue through the sale of packaged snack foods, cereals, and protein bars through retail grocery stores, warehouse clubs, convenience stores, and e-commerce. Products are sold as one-time purchases at recommended retail prices. The brand leverages General Mills' established distribution network and supply chain for retail placement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 70 Calorie Brownies - Standard 6-count pack |
| Unit Pricing | Pay-as-you-go | Chocolate Fudge Value Pack - 12-count |
| Unit Pricing | Pay-as-you-go | Chewy Bars Mega Pack - 15-count |
| Unit Pricing | Pay-as-you-go | Chocolate Peanut Butter Chewy Bars - Value Pack 10-count |
| Unit Pricing | Pay-as-you-go | Protein One Chocolate Chip - 5-count pack |
| Unit Pricing | Pay-as-you-go | Original Bran Breakfast Cereal - 19.6 oz box |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Fiber One product offering
Product offeringCore offering
Fiber One manufactures and sells a portfolio of high-fiber, low-calorie packaged snack products and breakfast items including soft-baked brownie bars, chewy granola bars, protein bars (under the Protein One sub-brand), breakfast cereals, wraps, and 100-calorie donuts. Products are formulated to deliver 20-65% daily value of fiber per serving using chicory root extract, sugarcane fiber, polydextrose, and whole grains, with select lines marketed as GLP-1 friendly and keto-friendly.
Product overview
Fiber One is a food brand owned by General Mills offering a portfolio of high-fiber snack products and breakfast items. The product line spans multiple categories including soft-baked bars (70 Calorie Brownies), chewy bars (Oats & Chocolate, Chocolate Peanut Butter), protein bars under the Protein One sub-brand, breakfast cereals (Original Bran, Honey Clusters), wraps and thin rolls, and donuts. Products emphasize high fiber content (typically 20-65% daily value per serving), low calorie counts (70-150 calories), and reduced sugar formulations. The brand targets health-conscious consumers seeking convenient, grab-and-go snacks that support digestive health and dietary goals including GLP-1 friendly and keto-friendly options.
Differentiator
Problem solved
Functional benefit
Brands
- Protein One: A sub-brand of Fiber One focused on high fiber, keto-friendly protein snack bars. Products include Peanut Butter Chocolate and Chocolate Chip protein bars marketed as GLP-1 friendly.
Products and services
- Fiber One 70 Calorie Soft-Baked Bars - Birthday Cake Soft-baked snack bars with 70 calories, 2g sugar, and at least 20% daily value of fiber per serving, available in Birthday Cake flavor in an 18-count package. Targeted at health-conscious consumers seeking portion-controlled indulgent snacks.
- Fiber One 70 Calorie Brownies - Chocolate Fudge Chocolate fudge flavored brownie bars with 70 calories, 2g sugar, 5g net carbs, and 26% daily value of fiber per serving. Targeted at health-conscious consumers and low-carb/keto dieters seeking indulgent chocolate snacks.
- Fiber One Chocolate Fudge Value Pack Value pack containing 12 chocolate fudge flavored brownie bars (10.6 oz total), with 70 calories and 21% daily value of fiber per bar. Targeted at households and families seeking bulk high-fiber snack options.
- Fiber One Chewy Bars - Oats & Chocolate Chewy granola bars with hearty whole grain oats and semisweet chocolate chips, designed for on-the-go snacking to satisfy sweet cravings. Targeted at consumers seeking convenient portable high-fiber snacks.
- Fiber One Chewy Bars - Oats & Chocolate Mega Pack GLP-1 friendly chewy granola bars with 9g fiber (32% daily value), 150 calories, and semisweet chocolate chips topped with chocolatey drizzle. Contains 15 bars in a mega pack. Targeted at GLP-1 medication users and families seeking bulk high-fiber snacks.
- Fiber One Chewy Bars - Chocolate Peanut Butter 80 calorie chewy snack bars with rich chocolate peanut butter flavor, 1g sugar, 5g net carbs, and 23% daily value of fiber. Contains 10 bars per value pack. Targeted at low-carb/keto dieters and health-conscious consumers.
- Protein One Chocolate Chip Protein Bars GLP-1 friendly protein bars with 10g protein, 100 calories, 1g sugar, and 10% daily value of fiber, dipped in chocolatey coating. Contains 5 bars. Targeted at GLP-1 medication users and consumers seeking high-protein, low-sugar snacks.
- Protein One Peanut Butter Chocolate Protein Bars GLP-1 friendly protein bars with peanut butter and chocolate flavor, designed to curb cravings with 10g protein per serving. Contains 5 bars. Targeted at GLP-1 medication users and consumers seeking high-protein snacks.
- Protein One Strawberries & Cream Protein Bars Keto-friendly protein bars with strawberries and cream flavor, 90 calories per bar. Contains 10 bars in value pack format. Targeted at keto and low-carb diet followers.
- Fiber One Original Bran Breakfast Cereal High fiber bran cereal delivering 65% daily value of fiber per serving with 0g added sugar, 18g whole grain per serving, excellent source of iron and vitamin B12, and GLP-1 friendly. 19.6 oz package. Targeted at health-conscious consumers and GLP-1 medication users.
- Fiber One Honey Clusters Breakfast Cereal Fiber cereal made with whole grain honey clusters for a sweet breakfast option. 17.5 oz package. Targeted at consumers seeking a sweet, high-fiber breakfast alternative.
- Fiber One Garden Vegetable Wraps Ready-to-use wraps with 70 calories and 7g fiber per serving (25% daily value), featuring tomato, garlic, oregano, and basil flavors. Contains wheat and soy. Targeted at consumers seeking low-calorie, high-fiber meal wraps.
- Fiber One Traditional White Wraps 80 calorie white wraps in a pack of 9, suitable for low-calorie meal options. Targeted at consumers seeking portion-controlled, low-calorie wrap alternatives.
- Fiber One Honey Wheat Wraps 80 calorie honey wheat flavored wraps in a pack of 9. Targeted at consumers seeking whole grain flavored wrap alternatives for low-calorie meals.
- Fiber One 100% Whole Wheat Thins 100% whole wheat thin sandwich rolls in a 12oz package. Targeted at consumers seeking whole grain, high-fiber bread alternatives for sandwiches.
- Fiber One Donuts 100 calorie donuts available in Chocolate and Strawberries & Crème flavors, positioned as a guilt-free morning or afternoon treat. Targeted at health-conscious consumers seeking low-calorie indulgent baked goods.
- Fiber One Portfolio Bundle Curated bundle offerings combining multiple Fiber One products for convenient purchasing through the brand's e-commerce site. Targeted at consumers seeking variety packs of high-fiber snacks.
- Fiber One Chewy Bar Bundle Bundle offering featuring Fiber One Chewy Bars available for purchase through the brand's e-commerce site. Targeted at consumers seeking bulk chewy bar purchases.
Quantifiable outcome
- 65% daily value of fiber per serving (Original Bran Cereal)
- +3 more outcomes
Companies that use Fiber One
Customer profileSegments3 records
Ideal customer profiles1 record
Fiber One technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Fiber One partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Fiber One competitors and assessment
Company assessmentDirect peers
- Kashi: Kashi competes with Fiber One in the high-fiber breakfast cereal category (overlapping with Fiber One Original Bran and Honey Clusters) with a similar health-forward, whole-grain positioning.
- RXBAR: RXBAR (owned by Kellanova/Mars) competes in the protein bar segment against Fiber One's Protein One sub-brand, with similar clean-ingredient positioning and premium retail placement.
- Clif Bar: Clif Bar is a leading energy/snack bar brand with overlapping granola bar format and natural ingredients positioning, competing for the same snack occasion and retail shelf space as Fiber One Chewy Bars.
- Nature Valley: Nature Valley is a sister brand within General Mills' portfolio competing in the granola bar category; it is the most direct internal benchmark for Fiber One's Chewy Bars and uses the same distribution network.
- KIND Snacks: KIND is a leading better-for-you snack bar brand competing in the same fiber-forward, whole-grain snacking category as Fiber One's Chewy Bars and Protein One lines, with similar retail distribution and health-conscious positioning.
- Quest Nutrition: Quest is a direct competitor in the high-protein, high-fiber, low-net-carb bar category, overlapping heavily with Fiber One's Protein One sub-brand and keto-friendly positioning.
- Pure Protein: Pure Protein competes directly with Protein One in the high-protein, low-calorie bar category, targeting overlapping active-lifestyle and weight-management consumer segments.
- Atkins (Simply Good Foods): Atkins competes directly with Fiber One and Protein One in the low-carb, keto-friendly snack and bar category, with overlapping product format (bars) and consumer demographic (low-carb dieters, GLP-1 users).
Broad incumbents
- Special K (Kellanova): Special K is a larger incumbent in the breakfast cereal and snack bar category (under Kellanova), competing broadly with Fiber One's cereal and bar offerings in the better-for-you positioning.
Emerging players
- Built Bar: Built Bar is an emerging protein bar brand competing in the high-protein, low-sugar bar category against Fiber One's Protein One sub-brand, with a digitally-native growth model and direct-to-consumer roots.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Fiber One social profiles
Digital presenceFiber One financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fiber One leadership team
Management profileNumber of profiles
Fiber One funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fiber One M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fiber One
What does Fiber One do?
Fiber One manufactures and sells a portfolio of high-fiber, low-calorie packaged snack products and breakfast items including soft-baked brownie bars, chewy granola bars, protein bars (under the Protein One sub-brand), breakfast cereals, wraps, and 100-calorie donuts. Products are formulated to deliver 20-65% daily value of fiber per serving using chicory root extract, sugarcane fiber, polydextrose, and whole grains, with select lines marketed as GLP-1 friendly and keto-friendly.
Is Fiber One a public or private company?
Fiber One is a private company. It is classified as corporate owned and is currently operating.
When was Fiber One founded?
Fiber One was founded in -1. It employs 11 to 50 people.
Where is Fiber One based?
Fiber One is headquartered in Salina, United States, in the North America region.
How does Fiber One make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are Fiber One's main competitors?
Direct peers on record are Kashi, RXBAR, Clif Bar, Nature Valley, KIND Snacks, Quest Nutrition, Pure Protein and Atkins (Simply Good Foods). Special K (Kellanova) is listed as a broad incumbent. Built Bar is listed as an emerging player.
Does Fiber One have an API?
No public API is recorded for Fiber One.
What industry is Fiber One in?
Fiber One's product category is High-Fiber Snack Foods. Its primary akta.pro industry code is AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars). Its NAICS code is 31123 and its SIC code is 2040.