Nature Valley
Nature Valley is a General Mills-owned snack brand manufacturing granola bars, protein bars, soft-baked bars, and granola cereals. It distributes through grocery, mass, and e-commerce channels across 50+ countries, targeting families and active consumers seeking whole-grain, portable nutrition.
- Company typePrivate
- Founded1973
- HeadquartersMinneapolis, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Nature Valley does
Nature Valley is a snack food brand owned and operated by General Mills, headquartered in Minneapolis, Minnesota. The brand manufactures and markets granola bars, protein bars, soft-baked bars, wafer bars, granola, and related snack products under a portfolio that emphasizes whole grain oats as the primary ingredient, protein content ranging from 4 to 16 grams per serving, and clean-label positioning free of artificial flavors, colors, and high fructose corn syrup. Its core technology is food manufacturing and formulation for shelf-stable whole-grain snack formats across bars, biscuits, and loose granola.
The product portfolio spans four main pillars: bars (Crunchy, Protein, Soft-Baked Muffin, Wafer, Soft Baked Breakfast, Fruit & Nut, Sweet & Salty, PB&J, and Creamy Protein), snacks (Biscuit Sandwiches, Soft-Baked Oatmeal Squares), granola (Crunchy, Protein, Reduced Sugar), and specialty lines including Gluten-Free Protein Bars, Peanut-Free Chewy Bars manufactured in a peanut-free facility, and a Nature Valley Kids line. The brand pursues a unit-pricing model with no direct subscription offering, with prices ranging from $3.49–$4.99 for 5-count boxes to $6.99–$12.99 for 24-count variety packs and 16–24 ounce family-size pouches.
Nature Valley distributes through mainstream consumer packaged goods channels—grocery retailers, mass merchandisers (Walmart, Target), convenience stores, drug stores, and e-commerce platforms including Amazon and Instacart—across more than 50 countries spanning North America, Europe, Latin America, and Asia-Pacific. The brand pursues a horizontal segmentation strategy targeting families, active lifestylers, health-conscious consumers, and children, with marketing anchored to an outdoor/adventure lifestyle positioning and a sustained strategic partnership with the National Park Foundation on a 10,000-mile trail-access initiative.
Nature Valley firmographics
Firmographics- Name
- Nature Valley
- Legal name
- Nature Valley (brand of General Mills)
- Website
- https://naturevalley.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Nature Valley is a General Mills-owned snack brand manufacturing granola bars, protein bars, soft-baked bars, and granola cereals. It distributes through grocery, mass, and e-commerce channels across 50+ countries, targeting families and active consumers seeking whole-grain, portable nutrition.
- Ownership category
- akta.pro rank
Nature Valley industry classification
Industry- Product category
- Snack Bars & Granola
- NAICS
- Snack Food Manufacturing (31191), Other Snack Food Manufacturing (311919)
- SIC
- Bakery Products (2050), Food And Kindred Products (2000)
- 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), Trail Mix & Snack Mix Manufacturing (AFAKAIAG)
Keywords
Where Nature Valley is headquartered
LocationHeadquarters
- HQ city
- Minneapolis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Nature Valley business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Consumer Packaged Goods Sales: Nature Valley generates revenue through the sale of packaged snack bars and granola products sold through retail grocery stores, mass merchandisers, convenience stores, and online e-commerce platforms. Products are sold as individual items and multi-packs at various price points ranging from single-serve to family-size containers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single-serve bars (5 count boxes) |
| Unit Pricing | Pay-as-you-go | Family size and multi-pack options |
| Unit Pricing | Pay-as-you-go | Granola loose cereal pouches |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Nature Valley product offering
Product offeringCore offering
Nature Valley manufactures and sells packaged granola bars, protein bars, soft-baked bars, wafer bars, biscuit sandwiches, oatmeal squares, and loose granola cereal products sold as shelf-stable packaged goods. Products are positioned for on-the-go snacking, breakfast occasions, and outdoor/adventure consumption, with formulations emphasizing whole grain oats and protein content. The brand distributes through grocery retail, mass merchandisers, convenience stores, and e-commerce channels across 50+ countries.
Product overview
Nature Valley is a snack food brand owned by General Mills, offering a diverse portfolio of protein, nut, granola bars, and snacks. The product lineup centers on four main categories: Bars (including Crunchy Bars, Protein Bars, Soft-Baked Muffin Bars, Wafer Bars, Soft-Baked Breakfast Bars, Fruit & Nut Bars, Sweet & Salty Bars, Soft Baked PB&J Bars, and Creamy Protein Bars), Snacks (Biscuit Sandwiches and Soft-Baked Oatmeal Squares), and Granola (Crunchy, Protein, and Reduced Sugar varieties). The brand also offers specialty lines including Gluten Free Protein Bars, Peanut Free Chewy Bars, and Nature Valley Kids products. Most products emphasize whole grain oats, protein content (ranging 4-16g per serving), and clean ingredient profiles without artificial flavors, colors, or high fructose corn syrup. The products are sold in various formats including single bars, multi-packs, and resealable pouches/tubs.
Differentiator
Problem solved
Functional benefit
Products and services
- Crunchy Bars Classic crunchy granola bars made with whole grain oats as the first ingredient. Available in Oats 'n Honey, Peanut Butter, Roasted Almond, Apple Crisp, Maple Brown Sugar, Cinnamon, Peanut Butter Dark Chocolate, and Variety Packs. Designed for on-the-go snacking and lunch box use.
- Protein Bars
- Soft-Baked Muffin Bars
- Wafer Bars
- Soft Baked Breakfast Bars
Quantifiable outcome
- 10,000 miles of trails to be increased access to through National Park Foundation partnership
- +1 more outcomes
Companies that use Nature Valley
Customer profileSegments3 records
Ideal customer profiles3 records
Nature Valley technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Nature Valley partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- National Park FoundationcoreNature Valley has partnered with the National Park Foundation on the '10K Miles Goal' initiative to increase access to 10,000 miles of trails, helping to preserve and protect national parks for future generations. The partnership supports trail maintenance and accessibility programs.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Nature Valley competitors and assessment
Company assessmentDirect peers
- KIND Snacks: KIND is a leading better-for-you snack bar brand (acquired by Mars in 2020 for ~$3B). Directly competes with Nature Valley in granola, fruit & nut, and protein bars across grocery and convenience channels.
- Clif Bar & Company: Clif Bar competes with Nature Valley's protein and energy bar lines, particularly in the outdoor/active lifestyle positioning. Both brands target active consumers with portable nutrition bars.
- Bear Naked Granola: Bear Naked Granola is a granola and granola bar brand directly competing with Nature Valley's Granola and Crunchy Bar lines in the natural/snack aisle at premium price points.
- Cascadian Farm (General Mills): Cascadian Farm is a General Mills sister brand focused on organic granola and cereal products. Directly competes with Nature Valley's Granola line and Protein Granola in organic/clean-label positioning.
- Larabar (General Mills): Larabar is a sister brand under General Mills competing in the fruit & nut bar category. Directly overlaps with Nature Valley's Fruit & Nut Bars in positioning and channel distribution.
- Quaker (PepsiCo): Quaker Chewy and Quaker Granola Bars are the most direct competitor to Nature Valley in the family-friendly granola bar segment. Both brands compete in the same lunch-box and on-the-go occasions with similar price points and retail placement.
- RXBAR (Kellogg's): RXBAR is a clean-label protein bar brand competing in Nature Valley's premium protein bar segment. Both compete for health-conscious consumers seeking high-protein, simple-ingredient snacks.
- Kashi (Kellogg's): Kashi competes with Nature Valley in wholesome granola bars, granola cereal, and better-for-you snack positioning. Both target health-conscious families seeking whole grain options.
Emerging players
- Simple Mills: Simple Mills is a fast-growing better-for-you snack brand with crackers, bars, and cookies made with almond flour. Competes with Nature Valley in the wholesome ingredient, clean-label space, though with overlapping but distinct product formats.
Broad incumbents
- Special K (Kellogg's): Special K Protein Bars and Snack Bars compete with Nature Valley's protein-forward offerings, though Special K operates more broadly across cereal and diet-positioned products rather than specializing in granola bar occasion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Nature Valley social profiles
Digital presenceNature Valley financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nature Valley leadership team
Management profileNumber of profiles
Nature Valley funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nature Valley 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 Nature Valley
What does Nature Valley do?
Nature Valley manufactures and sells packaged granola bars, protein bars, soft-baked bars, wafer bars, biscuit sandwiches, oatmeal squares, and loose granola cereal products sold as shelf-stable packaged goods. Products are positioned for on-the-go snacking, breakfast occasions, and outdoor/adventure consumption, with formulations emphasizing whole grain oats and protein content. The brand distributes through grocery retail, mass merchandisers, convenience stores, and e-commerce channels across 50+ countries.
Is Nature Valley a public or private company?
Nature Valley is a private company. It is classified as corporate owned and is currently operating.
When was Nature Valley founded?
Nature Valley was founded in 1973. It employs 1 to 10 people.
Where is Nature Valley based?
Nature Valley is headquartered in Minneapolis, United States, in the North America region.
How does Nature Valley make money?
One revenue line is on record: consumer Packaged Goods Sales.
Who are Nature Valley's main competitors?
Direct peers on record are KIND Snacks, Clif Bar & Company, Bear Naked Granola, Cascadian Farm (General Mills), Larabar (General Mills), Quaker (PepsiCo), RXBAR (Kellogg's) and Kashi (Kellogg's). Simple Mills is listed as an emerging player. Special K (Kellogg's) is listed as a broad incumbent.
Does Nature Valley have an API?
No public API is recorded for Nature Valley.
What industry is Nature Valley in?
Nature Valley's product category is Snack Bars & Granola. Its primary akta.pro industry code is AFAKABAI, Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars), with a secondary code of AFAKAIAN, Health/Protein Snack Bars Manufacturing. Its NAICS code is 31191 and its SIC code is 2050.