Nature Valley

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.

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

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

• Granola bars
• Protein bars
• Snack bars
• Granola cereal
• Packaged snacks

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core 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

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• National Park FoundationcoreStrategic or Co-development PartnerNature 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

Direct 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

• YouTubeyoutube.com/user/NatureValleyTV
• Facebookfacebook.com/NatureValleyIndia
• Instagraminstagram.com/generalmills
• Xx.com/naturevalley

Revenue estimate

Valuation estimate

Number of profiles

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 Nature Valley