Eat Natural

What Eat Natural does

Eat Natural is a UK-headquartered manufacturer of fruit and nut snack bars and granola cereals, founded in 1997 in Halstead, Essex, by Praveen Vijh and a co-founder inspired by Australian outdoor culture. The portfolio spans Simply Fruit & Nut Bars, Yoghurt-coated bars, Chocolate bars, Protein bars (up to 26.1g protein per bar), High Fibre bars, Vegan bars, Gluten Free bars, Granola cereals, and the recently launched Soft Fruit Bars wrapped in edible wafer paper. Product attributes emphasised across the line include natural ingredients, 74-100% fruit and nut content in some bars, and dietary-specific positioning (gluten-free, vegan, high fibre, low sugar).

Eat Natural generates revenue through wholesale distribution of branded CPG products across UK and Ireland retail channels — major supermarkets (Tesco, Sainsbury's, Asda, Morrisons, Waitrose), online grocers (Ocado, Amazon), convenience and forecourt retailers (WHSmith, Shell, BP, Euro Garages), health and specialty stores, and Irish chains (Dunnes, Supervalu, Spar). Marketing is concentrated on Instagram community engagement rather than paid acquisition. The company does not sell direct-to-consumer at scale and prices are set at standard supermarket-level multiples.

Since 2025, Eat Natural has been a wholly-owned subsidiary of Ferrero Group, the Italian-Luxembourg confectionery conglomerate. Ferrero uses Eat Natural to expand from indulgence into healthy snacking, leveraging shared industrial capability alongside Fullfield. Operationally the brand remains a 51-100 employee UK CPG manufacturer with its legal entity, Eat Natural Limited (company number 13008125), registered at 4 Fourth Avenue, Halstead. Recent strategic activity includes the Ferrero Innovation Day 2025-10 launch, the Soft Fruit Bars launch in 2026-02, and joining the Food and Drink Federation Action on Fibre initiative in 2026-02.

Name

Eat Natural

Legal name

Eat Natural Limited

Website

https://eatnatural.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Eat Natural is a UK manufacturer of fruit and nut snack bars and granola cereals, founded in 1997 and now wholly owned by Ferrero, distributing to UK and Ireland grocery, convenience, and online retailers.

Ownership category

akta.pro rank

Product category

Snack Bars

NAICS

Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919), Bakeries and Tortilla Manufacturing (3118)

SIC

Food And Kindred Products (2000), Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)

akta.pro secondary industries

Health/Protein Snack Bars Manufacturing (AFAKAIAN), Functional Snacks & Bars Manufacturing (High-Protein, High-Fiber, Probiotic Snacks) (AFAKAJAG), Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

Keywords

• Fruit nut bars
• Breakfast granola
• Natural snack bars
• Vegan gluten-free bars
• High fibre cereal bars

Headquarters

HQ city

Halstead

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. CPG Food Product Sales: Eat Natural generates revenue through the sale of fruit and nut bars, granola, and muesli products through retail distribution channels. The company is owned by Ferrero and operates as a branded consumer packaged goods manufacturer. Revenue is derived from wholesale/retail distribution rather than direct-to-consumer sales.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels1 record

Core offering

Eat Natural manufactures and markets a range of fruit and nut snack bars (including Simply, Yoghurt, Chocolate, Protein, High Fibre, Vegan, and Gluten Free varieties) and granola products sold through major UK and Irish retailers. The company also produces Soft Fruit Bars wrapped in edible wafer paper, offering convenient, on-the-go snack options for health-conscious consumers.

Product overview

Eat Natural is a fruit & nut bar and granola brand that produces a portfolio of snack and breakfast products. The core offering consists of Simply Fruit & Nut Bars, Yoghurt-coated bars, Chocolate bars, Protein bars, Soft Fruit Bars (new 2025 launch with wafer paper), High Fibre bars, Vegan bars, and Granola cereals. The company was founded in 1997 and acquired by Ferrero. Products are available at major UK retailers including Tesco, Morrisons, Waitrose, Ocado, Amazon, and various convenience stores and petrol stations.

Differentiator

Problem solved

Functional benefit

Products and services

• Simply Fruit & Nut Bars

Quantifiable outcome

• Soft Fruit Bars contain 74-100% fruit and nuts
• +2 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• Food and Drink FederationminorStrategic or Co-development Partner · 5 February 2026Eat Natural joined the Food and Drink Federation's Action on Fibre initiative alongside Aldi and Danone North Europe. The initiative aims to increase dietary fiber intake through product reformulation, on-pack messaging, and consumer education.
• Ferrero GroupcoreOEM/ Whitelabel/ Licensing Partner · 9 October 2025Eat Natural was acquired by Ferrero Group and operates as a wholly-owned subsidiary. Ferrero leverages Eat Natural's capabilities in healthy snacking as part of its expansion across new segments from healthy to indulgence products. Ferrero's Innovation Day 2025 featured Eat Natural fruit slice bars as one of five new product launches.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Lizi's Granola: Lizi's is a UK premium granola brand specialising in high-fibre, low-sugar granola cereals. Directly comparable to Eat Natural's granola line in product format, health positioning, and UK supermarket distribution.
• Graze: Graze is a UK-based healthy snack brand offering portion-controlled snack boxes, nut mixes, and snack bars. Direct overlap with Eat Natural in natural, portion-controlled snacking, and health-conscious positioning across UK grocery and online channels.
• Trek (Natural Balance Foods): Trek produces protein snack bars and energy bars targeted at active consumers, with similar positioning to Eat Natural's Protein bar line. Operates in the same UK health-snack bar category with comparable price points and retail distribution across supermarkets and convenience channels.
• Deliciously Ella: Deliciously Ella produces plant-based snack bars, granolas, and breakfast products with clean-label, vegan, and gluten-free positioning that mirrors Eat Natural's core proposition. Strong brand-led, social-media-driven approach in the UK health-snack category, distributed in major supermarkets.
• Nakd (Natural Balance Foods): Nakd is a UK-based manufacturer of fruit-and-nut based snack bars (including Nakd Fruit & Nut bars and Nakd Protein bars), gluten-free and vegan. It is the closest direct competitor to Eat Natural in the UK health-conscious cereal/granola bar category, competing head-to-head on similar retail shelves.
• Jordans (Jordans Cereals): Jordans is a UK cereal and granola brand with a heritage similar to Eat Natural's, focused on natural ingredients, wholegrain, and fibre-led products. Overlaps directly with Eat Natural's granola portfolio and shares major UK grocery distribution.

Broad incumbents

• Nature Valley (General Mills): Nature Valley is a global granola and snack bar brand owned by General Mills, sold across UK supermarkets. It competes in the same cereal bar shelf space as Eat Natural but operates at vastly larger scale as part of a global CPG portfolio with broader marketing reach.
• KIND Snacks: KIND produces fruit-and-nut snack bars with natural-ingredient positioning closely aligned to Eat Natural. As a globally distributed brand owned by Mars Inc., KIND competes in the UK bar category at premium price points, making it a relevant incumbent peer.
• RXBAR (Kellogg's): RXBAR produces protein bars with clean-label, minimal-ingredient positioning comparable to Eat Natural's Protein and Simply lines. Owned by Kellogg's, RXBAR competes with Eat Natural in the high-protein bar sub-category, particularly in fitness and health-conscious consumer segments.

Emerging players

• Grenade: Grenade is a UK-based sports nutrition brand offering protein bars, shakes, and high-protein snacks. It overlaps with Eat Natural's protein bar range, targeting similar fitness-conscious consumers but with a more sports-performance brand identity and international distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/eatnatural_official
• Xx.com/EatNaturalBars
• Facebookfacebook.com/EatNaturalBars

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 Eat Natural