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Nature Valley

Nature Valley is an American brand of granola bars and snack foods owned by General Mills, best known for introducing what it claims was the world's first granola bar in 1975.^[1]^[2] The brand focuses on products made with real ingredients like whole grain oats, nuts, and nut butters, without artificial colors, flavors, or preservatives, and draws inspiration from nature to promote an active, outdoor lifestyle.^[3]^[4] Since its launch, Nature Valley has expanded its product line to include a variety of crunchy granola bars, protein bars, nut bars, energy bars, and savory snack options, such as Everything Bagel and White Cheddar flavors introduced in 2023.^[5]^[6] Innovations like the Protein Crunch Bars in 2021, featuring 10 grams of protein with a creamy-crunchy texture, and the Sustained Energy Bars in 2020, packed with nut butters and seeds, highlight the brand's commitment to convenient, nutritious on-the-go snacks.^[7]^[8] In addition to product development, Nature Valley emphasizes sustainability, aiming for 100% recyclable packaging by 2025, with 93% of its packaging reported as recyclable as of fiscal year 2024, and supports environmental initiatives tied to its nature-inspired ethos.^[9]^[10] The brand remains a leader in the snack bar category, available nationwide and through foodservice channels, continuing to evolve with consumer preferences for wholesome, flavorful options.^[11]

Overview

Brand Profile

Nature Valley was established in 1973 as a General Mills initiative, initially launching with a granola cereal designed to evoke wholesome, nature-inspired eating experiences.^[9] The brand quickly recognized the limitations of loose cereal for active consumers, leading to the development of a more portable format that aligned with outdoor lifestyles.^[12] The core mission of Nature Valley centers on connecting consumers with nature through nutritious, on-the-go snacks that fuel active pursuits, encapsulated in its iconic tagline "We Are Better Outside" and branding elements featuring imagery of hiking, camping, and scenic adventures.^[3] In 1975, the brand introduced what it claims was the world's first granola bar by adapting its original oven-baked oat mixture—previously used for the cereal—into compact, portable bars, though the invention of the commercial granola bar is attributed to Stanley Mason in the early 1970s; this provided a convenient option for trail enthusiasts.^[13]^[9]^[14] Today, Nature Valley's product philosophy emphasizes simplicity and wholesomeness, committing to no artificial flavors or colors from artificial sources, and no high fructose corn syrup while prioritizing whole grains like oats alongside real nuts and fruits to deliver sustained energy without compromising on natural taste.^[15] This approach reinforces the brand's identity as a reliable companion for outdoor activities, fostering a deeper appreciation for nature among its audience.^[12]

Ownership and Market Position

Nature Valley has been fully owned by General Mills since its inception in 1973, when the company launched the brand with the introduction of its first crunchy granola bar, marking General Mills as the pioneer in commercializing granola bars on a large scale.^[16] As part of General Mills' diverse portfolio, Nature Valley is integrated alongside other health-oriented brands like Cheerios and Yoplait, contributing to the company's emphasis on nutritious, whole-grain-based snacks.^[9] Manufacturing of Nature Valley products primarily occurs in United States facilities, with additional production in international sites such as those in Canada to support global operations.^[17] Distribution is handled through extensive retail channels, including supermarkets, convenience stores, and online platforms, enabling widespread accessibility in North America and beyond.^[9] In the United States, Nature Valley holds a dominant market position as the leading granola bar brand, generating approximately $666 million in dollar sales for its granola bars in 2024 and commanding a market share of 27% to 30% across recent quarters.^[18]^[19] The brand's products are available in over 80 countries worldwide, with adaptations such as localized flavors to align with regional preferences, exemplified by tailored offerings in markets like India.^[20]^[21] Nature Valley significantly bolsters General Mills' snacks division, which accounted for about 23% of the company's total revenue in recent fiscal years, with the brand's contributions helping drive the segment's growth amid a broader U.S. nutrition bar market valued at $11 billion to $13 billion in 2024.^[22]^[23]

History

Founding and Early Development

In the early 1970s, amid a burgeoning interest in natural and health-oriented foods driven by the counterculture movement and growing consumer demand for wholesome alternatives to processed breakfast options, General Mills began researching granola-based products.^[24] This era saw granola emerge as a symbol of back-to-basics nutrition, with homemade versions gaining popularity among health enthusiasts seeking simple, whole-grain snacks.^[25] General Mills aimed to capitalize on these trends by developing ready-to-eat cereals that emphasized natural ingredients without additives or preservatives.^[26] The Nature Valley brand was launched in 1973 with its inaugural product: Nature Valley Granola cereal, General Mills' first 100% natural ready-to-eat cereal made primarily from rolled oats.^[24]^[12] Marketed as versatile for breakfast, snacking, or even as a topping for yogurt or ice cream, the cereal quickly gained traction by aligning with the decade's emphasis on unprocessed, nutrient-dense foods.^[24] However, observations of consumers eating the loose granola clusters as an on-the-go snack revealed a limitation: the product's messiness and lack of portability in outdoor settings.^[26]^[1] To address this, General Mills researchers innovated in 1975 by adapting the cereal recipe into the world's first commercial granola bar, simply cutting the oven-baked oat mixture—bound with honey—into portable, crunchy portions.^[13]^[1] This breakthrough, prototyped by an unnamed product developer who refined the bar-cutting technique to achieve a distinctive crisp texture, solved the portability issue while maintaining the natural appeal of the original cereal.^[13] Early market reception was positive, positioning Nature Valley as a pioneer in the snack bar category despite competition from homemade granola recipes and emerging rivals like Quaker Oats, though refinements to the bar's inherent crumbliness became an ongoing focus to enhance consumer convenience.^[26]^[24]

Expansion and Product Evolution

In the 1980s, Nature Valley broadened its portfolio beyond the original crunchy granola bars by introducing flavored and textured variations to appeal to diverse consumer preferences. Chewy Granola Bars debuted in 1984, offering a softer alternative, while Peanut Butter Boppers, bite-sized treats filled with peanut butter, launched in 1985 and became popular among children with flavors like honey crisp and fudge chip. Granola Clusters, compact versions in peanut butter, oats and honey, and cinnamon, followed in the mid-1980s, providing portable snack options. These innovations helped solidify the brand's position in the growing granola snack category.^[27]^[28]^[29] By the 1990s, Nature Valley continued product diversification with additional flavor profiles and formats, while beginning to enter international markets to capitalize on global demand for convenient, whole-grain snacks. The brand expanded availability to regions including Europe and Asia, establishing manufacturing facilities such as in Spain to support distribution. This period marked steady growth, with flavored varieties like fruit and nut blends enhancing the lineup and contributing to the brand's presence in over 80 countries by the 2010s.^[9]^[20]^[30] The 2000s and early 2010s saw Nature Valley respond to rising fitness and wellness trends by launching protein-enriched products and softer textures. A key milestone came in 2005 with the debut of Sweet & Salty Nut bars, combining roasted nuts, whole grain oats, and a salted caramel or peanut coating for a savory-sweet balance that quickly became a bestseller.^[31] Protein bars, featuring 10 grams of protein from natural sources like roasted peanuts and soy, were introduced in 2012 to target active consumers. Soft-Baked Oatmeal Squares followed in 2013, available in flavors such as peanut butter and cinnamon brown sugar, providing a moist, oatmeal-based option with whole grains. Wafer bars arrived in 2019, offering light, crispy whole grain layers coated in peanut butter or chocolate, further diversifying the portfolio.^[32]^[33]^[34]^[35] In the 2010s and beyond, Nature Valley emphasized sustainability and inclusivity amid evolving consumer demands. The brand pledged 100% recyclable packaging by 2025 but, as of fiscal 2024, General Mills reported 93% of packaging recyclable or reusable company-wide, with a revised goal of 100% by 2030; a milestone was achieved in 2021 with the launch of store drop-off recyclable wrappers for Crunchy bars, made from polyethylene film certified by How2Recycle to reduce environmental impact without patenting the technology for industry-wide adoption. Responding to needs for allergen-free options, Nature Valley introduced Lunch Box Chewy Granola Bars in summer 2024, produced in a dedicated peanut-free facility with flavors like double chocolate and s'mores, ensuring safety for those with peanut allergies while maintaining 8 grams of whole grains per serving. In early 2025, the brand expanded into yogurt snacks with YoBark, a frozen yogurt bark product available nationwide. These developments reflect ongoing adaptation to health-conscious and eco-friendly trends.^[9]^[1]^[36]^[37]

Products

Granola Bars

Nature Valley's granola bars originated in 1975 as the brand's first foray into portable snacks, building on its initial 1973 granola cereal launch with a simple formulation centered on whole grain oats, honey, and natural binders.^[12]^[33] The flagship crunchy variety, such as Oats 'n Honey and Peanut Butter, features rolled whole grain oats combined with nuts, seeds, and honey for a textured, baked crunch, emphasizing minimal processing to retain natural flavors and nutrients.^[38]^[39] These core bars avoid artificial flavors, colors, or high fructose corn syrup, with the original recipe evolving slightly over decades to incorporate consistent whole grain sourcing while maintaining the dual-bar format for balanced portioning.^[9] A typical serving of two crunchy granola bars, weighing about 42 grams, delivers 190 calories, derived primarily from 29 grams of total carbohydrates—including 2 grams of dietary fiber—and 11 grams of total sugars from honey and natural sources.^[38] Each serving provides 22 grams of whole grains, aligning with dietary guidelines recommending at least 48 grams daily, and includes modest amounts of protein (around 3 grams) and healthy fats from ingredients like canola oil or nuts.^[38] This profile supports the bars' role as a source of sustained energy, with fiber and natural sugars promoting steady release rather than spikes, though sodium levels hover at 140 milligrams per serving (6% daily value).^[40] Variations like the Sweet & Salty line adjust this base by adding nut butters or chocolate coatings; these feature a single bar format with about 160 calories per 35-gram bar while retaining the whole grain emphasis.^[41] As of 2025, the crunchy granola bar lineup includes approximately 10 varieties, blending fruit-infused options like Apple Crisp with nut-based profiles such as Almond or Peanut, alongside bestsellers like the enduring Oats 'n Honey introduced in 1975.^[40]^[9] These developments reflect ongoing innovation in flavor profiles, such as the addition of cinnamon or maple brown sugar to the crunchy category, while preserving the core oat-honey foundation across formulations.^[42]^[43] Packaging for granola bars consists of portable dual-bar pouches, designed for on-the-go convenience, with each wrapper enclosing two 21-gram bars to encourage mindful snacking.^[44] Since 2021, these have transitioned to 100% recyclable polyethylene-based film, certified for store drop-off recycling, as part of a broader commitment to fully recyclable packaging across the line by 2025.^[45]^[9] Targeted at active consumers seeking convenient nutrition, the bars promote sustained energy through their blend of whole grains, natural fibers, and sugars from honey, making them suitable for hikes, workouts, or daily routines without relying on added stimulants.^[46]^[20]

Additional Snacks and Lines

In addition to its core granola bars, Nature Valley has expanded its portfolio with protein-focused products designed for active consumers and fitness enthusiasts. The brand's protein bars, first introduced in 2012, offer chewy varieties packed with 10 grams of protein per bar, featuring flavors such as Peanut Butter Dark Chocolate and Peanut, Almond & Dark Chocolate. These bars combine whole grain oats, roasted nuts, and seeds with a dark chocolate coating, providing a convenient snack for post-workout recovery. Recent innovations include Protein Crunch Bars launched in 2021 and Creamy Protein bars introduced in 2024.^[47]^[48]^[7]^[49] The lineup also includes granola cereals, which trace back to the brand's origins in 1973 before evolving into bars, and have been maintained as a versatile option for breakfast or toppings. Varieties like Oats 'n Honey Crunchy Granola and Oats & Honey Protein Granola deliver whole grain clusters with added protein in some formulations, suitable for mixing into yogurt or eating standalone. Soft-baked breakfast bars, launched in 2013 as Oatmeal Squares in Peanut Butter and Cinnamon Brown Sugar flavors, now encompass options like Blueberry Oat and Almond Oat, emphasizing a softer texture with real fruits, nuts, and seeds for morning energy; newer Soft Baked Sweet & Salty variants were added in 2024. Wafer bars, introduced in 2019, provide a crispy alternative with flavors including Peanut Butter Chocolate, Strawberry, and Honey Vanilla, layered with whole grain wafers and creamy fillings.^[12]^[33]^[50]^[49] Specialty items further diversify the offerings, such as Trail Mix Fruit & Nut chewy bars that incorporate real cranberries, raisins, almonds, and peanuts alongside whole grain oats for an on-the-go trail-inspired snack. In 2023, Nature Valley entered the savory category with Nut Crunch bars in flavors like Everything Bagel, White Cheddar, and Smoky BBQ, offering low-sugar (2g per bar) options with nuts and seeds for a crunchy, flavorful twist. Limited-edition seasonal products, like Pumpkin Spice crunchy bars, feature real pumpkin and spices to capture fall flavors, available temporarily to align with consumer trends. Sustained Energy Bars, launched in 2020, provide nut butter- and seed-packed options for prolonged energy.^[51]^[52]^[6]^[8] Across these lines, Nature Valley emphasizes ingredient innovations centered on real fruits, nuts, and whole grains, avoiding artificial colors and flavors in many products to appeal to health-conscious buyers. Allergen considerations include peanut-free options, such as certain Lunchbox bars made in dedicated facilities, though most varieties contain nuts and soy. These extensions have bolstered the brand's market leadership in the snack bar category.^[53]^[54]

Marketing and Advertising

Advertising Campaigns

Nature Valley's advertising campaigns have historically emphasized the brand's connection to natural ingredients and outdoor lifestyles, beginning with its launch in the 1970s. Early efforts in the 1970s and 1980s featured print and television advertisements that showcased the original granola bars as wholesome, portable snacks ideal for family adventures in nature. For instance, a 1976 television commercial highlighted the bars' crunchy texture and oat-based composition, positioning them as a convenient energy source for outdoor activities like hiking and picnicking.^[55] By the 1980s, campaigns introduced product variants such as chewy granola bars and peanut butter options, with ads depicting active families enjoying snacks amid scenic environments to underscore health benefits and natural appeal.^[27] Into the 1990s, television spots continued this theme, promoting oat bran and honey varieties through narratives of everyday outdoor enjoyment, reinforcing the brand's image as a family-oriented, nature-inspired choice.^[56] The 2000s and 2010s marked a shift toward innovative digital integrations and product-specific promotions, blending traditional media with experiential marketing. In 2012, Nature Valley launched the Trail View virtual hike series, a web-based platform offering 360-degree interactive tours of over 300 miles of trails in Yellowstone, Grand Canyon, and Great Smoky Mountains National Parks, developed at a cost of approximately $1 million.^[57] This campaign, inspired by Google Street View technology, subtly tied the brand to park conservation without direct product pitches, aiming to build loyalty through shared environmental values. Concurrently, the introduction of Sweet & Salty Nut bars in 2012 was supported by television advertisements that portrayed the indulgent yet natural flavor balance during outdoor pursuits, such as hikes where the bars provided a "perfect combination" of sweet granola and salty nuts.^[58] These efforts emphasized momentary indulgence amid nature's serenity, evolving the brand's messaging from basic wholesomeness to balanced enjoyment.^[33] In the 2020s, Nature Valley's campaigns embraced digital and social media platforms to engage younger audiences through interactive challenges and audio-driven storytelling. Social media integrations, such as the #ReTokForNature TikTok initiative launched in 2022, encouraged user-generated content focused on sustainable outdoor activities, partnering with creators to promote family engagement and eco-friendly snacking.^[20] Similarly, the Trailblazer Challenge on Strava in 2025 motivated participants to log 520 minutes of physical activity for prizes, including product bundles, fostering community around trail exploration.^[59] The 2020 "Call of the Crunch" audio campaign introduced a distinctive five-note whistle motif accompanied by acoustic guitar and ambient nature sounds, featured in 15-second broadcast and social ads to evoke outdoor joy and inspire national park visits, aligning with the brand's ongoing park preservation efforts.^[60] Media strategies in recent years have increasingly incorporated influencer partnerships to amplify user-generated content and precision targeting. Collaborations with fitness influencers on Instagram and TikTok, involving over 26 creators in 2024 campaigns, showcased bars integrated into active lifestyles, generating estimated reach through authentic endorsements. Targeted advertising on fitness apps like Strava further extended this approach, delivering personalized promotions to users during trail activities to enhance relevance and engagement.^[61] Nature Valley's advertising investments reflect its market prominence, with U.S. spending exceeding $83 million across national digital, print, and television in 2023, contributing to sustained growth in the granola bar category. These outdoor-themed campaigns have notably boosted brand recall, with emotional storytelling linked to a 13.5% lift in equity among Gen Z consumers from Q2 to Q3 2023, solidifying the brand's position as a leader in natural snacking.^[62]^[63]

Sponsorships and Partnerships

Nature Valley has maintained a long-term commitment to U.S. National Parks through its Preserve the Parks initiative, launched in 2012 alongside the Trail View campaign, in the early 2010s, which funds trail restoration and maintenance projects across various park sites. By 2013, the program had donated more than $1.3 million, with an additional $500,000 pledged that year to support park preservation efforts. In 2018, Nature Valley expanded this work via a formal partnership with the National Park Foundation (NPF), committing up to $3 million over three years to enhance trail access and protect natural resources, supplemented by a consumer-driven donation of $0.10 per qualifying box of Oats 'n Honey granola bars, capped at $750,000. This collaboration culminated in 2021 with the restoration of access to over 10,000 miles of national park trails, including projects in parks like Grand Teton and Mount Rainier, and an additional $3 million pledge to sustain ongoing conservation. Overall, Nature Valley has contributed more than $4 million directly to the NPF for these preservation efforts, alongside separate support exceeding $4 million to the National Parks Conservation Association (NPCA) over a decade-long partnership focused on advocacy and awareness. In the realm of sports events, Nature Valley served as the title sponsor for the Nature Valley Grand Prix, a prominent cycling race in Minnesota, from 2006 through 2013 to promote active outdoor lifestyles. The event, later renamed the North Star Grand Prix following the end of the sponsorship, highlighted endurance and community engagement in cycling. Beyond cycling, Nature Valley has supported broader outdoor activities through ties to organizations facilitating hiking and trail experiences, including partnerships with preservation groups that enable programs for avid hikers and youth outdoor education, such as those with Wilderness Inquiry reaching over 32,000 young participants. Nature Valley's philanthropic efforts emphasize conservation through collaborations with nonprofits like the NPF and NPCA, where donations fund trail repairs, invasive species removal, and boardwalk construction to promote equitable access to nature. These initiatives align with broader goals of raising awareness about park needs and supporting movements like Find Your Park, integrating consumer participation to amplify impact. For instance, the 2018 NPF partnership included promotional elements to drive urgency around park protection during the National Park Service's centennial. In the 2020s, Nature Valley has forged alliances with regional outdoor entities, including sponsorships with the Vail Valley Foundation for athletics and education in the Rockies, Vail Resorts to enhance guest experiences, and Jackson Hole initiatives for human-powered adventures and sustainability. These partnerships extend the brand's focus on experiential outdoor engagement, complementing earlier conservation work without venturing into co-branded consumer products or digital simulations. While specific visitation metrics tied directly to these efforts remain general, the trail restorations have demonstrably improved physical access to parks, benefiting millions of annual visitors by addressing maintenance backlogs.

Controversies

Legal Challenges

In 2012, two California consumers filed a class-action lawsuit against General Mills in the U.S. District Court for the Northern District of California, alleging that Nature Valley granola bars were deceptively marketed as "100% natural" despite containing processed ingredients such as high maltose corn syrup and maltodextrin, which contradicted the product's wholesome imagery and packaging.^[64]^[65] The suit claimed these ingredients rendered the "natural" claims misleading under California consumer protection laws, seeking injunctive relief and damages.^[66] The case resulted in a 2014 settlement where General Mills agreed to cease using "100% natural" labeling for Nature Valley products containing the disputed ingredients, without admitting wrongdoing, and made minor adjustments to packaging disclosures to avoid future claims.^[67] This outcome highlighted early regulatory scrutiny on ambiguous "natural" terminology in food marketing.^[68] In 2016, three nonprofit organizations—Beyond Pesticides, the Center for Food Safety, and the Ecology Center—initiated a false advertising lawsuit against General Mills in D.C. Superior Court, asserting that Nature Valley products labeled "Made with 100% Natural Whole Grain Oats" failed to disclose trace residues of glyphosate, a synthetic herbicide, in the oats.^[69] The plaintiffs argued this omission violated consumer protection statutes by misleading buyers about the product's purity.^[70] A parallel federal class-action suit filed in 2016 in Minnesota alleged similar misleading claims due to glyphosate traces, but in July 2017, a U.S. District Court judge dismissed the case, ruling that the label did not reasonably imply the absence of trace pesticides and that courts should defer to the FDA on "natural" definitions.^[71] General Mills defended the decision as validation of their labeling practices, citing the prevalence of trace agricultural residues.^[72] The 2016 nonprofit suit settled in August 2018, with General Mills agreeing to remove the "100% Natural Whole Grain Oats" claim from Nature Valley packaging and implement clearer disclosures about ingredients, without monetary payment.^[73]^[74] This resolution prompted broader label revisions across the product line.^[70] Post-2017, the FDA's ongoing review of the term "natural" in food labeling—initiated in response to citizen petitions and litigation trends—led General Mills to shift Nature Valley marketing toward phrases like "made with real ingredients," avoiding absolute "natural" assertions to align with regulatory guidance.^[75] As of 2025, these changes have influenced stricter compliance in international markets, where regulations such as the EU's stricter definitions of "natural" and organic claims require enhanced transparency in ingredient sourcing and pesticide disclosures.^[9]^[76] This evolution has reduced litigation risks while maintaining consumer trust in the brand's wholesome positioning.^[77]

Product Recalls and Issues

In June 2016, General Mills initiated a voluntary nationwide recall of four flavors of Nature Valley Protein Chewy Bars (Honey, Peanut & Almond with Pumpkin Seeds; Peanut Butter Dark Chocolate; Blueberry Nut; and Coconut Almond) and Nature Valley Simple Nut Bars (Almond, Cashew & Sea Salt), affecting products distributed to retailers across the United States. The recall stemmed from potential Listeria monocytogenes contamination in sunflower kernels supplied by third-party vendor SunOpta, which had itself recalled ingredients due to possible bacterial presence at its Midwestern facility. No illnesses were reported, but the action was taken out of caution to protect consumers.^[78]^[79] In 2017, Nature Valley faced public backlash over the crumbly texture of its crunchy granola bars, which often resulted in significant messiness and reduced portability, sparking widespread consumer complaints and media attention. The controversy highlighted the bars' loose oat clusters, leading General Mills to adjust the recipe in subsequent years to achieve a softer texture while retaining the signature crunch. Company representatives acknowledged the issue but emphasized that the crumbs were an inherent part of the product's whole-grain composition, with fans appreciating the authenticity.^[13]^[80] Throughout the 2010s, Nature Valley encountered isolated incidents of allergen mislabeling, including a 2010 production error where properly labeled Peanut Butter Granola Thins were packaged in boxes intended for other flavors, potentially exposing consumers to undeclared peanuts. In 2012, a similar issue occurred when Peanut Sweet & Salty Nut Granola Bars were mistakenly inserted into Almond variety boxes, again risking unintended allergen exposure for those with nut allergies. These events prompted limited recalls and underscored challenges in packaging accuracy at manufacturing facilities. Additionally, during 2020-2022, General Mills experienced broad supply chain disruptions, including thousands of monthly material shortages that impacted ingredient sourcing for nut-based products like Nature Valley bars, exacerbated by the COVID-19 pandemic and global logistics constraints.^[81]^[82]^[83] In response to these incidents, General Mills followed established recall protocols, coordinating with the U.S. Food and Drug Administration to notify retailers and consumers, while instructing affected parties to return products for full refunds or exchanges at point of purchase. The company provided compensation through retailer reimbursements and direct consumer support via its customer service channels, and conducted audits of third-party suppliers, such as SunOpta in the 2016 case, to identify and remediate contamination risks. Post-event facility inspections and supplier verifications were implemented to prevent recurrence.^[79]^[84] By 2025, these challenges contributed to strengthened quality controls across General Mills' operations, including rigorous third-party auditing for suppliers and enhanced testing protocols for pathogens like Listeria and allergens in nut-inclusive products such as Nature Valley bars, as part of the company's ongoing commitment to food safety standards.^[85]

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[38]
Maple Brown Sugar Crunchy Granola Bars - Nature Valley
Rating 4.7 (70) There are no artificial flavors, colors or high fructose corn syrup, and these snack bars contain 22g of whole grain per serving (at least 48g recommended daily) ...
[39]
Variety Pack Crunchy Granola Bars - Nature Valley
Rating 4.7 (299) Includes 12 two-bar pouches, 24 bars total; 8 Oats 'n Honey, 8 Peanut Butter, 8 Maple Brown Sugar. Allergens / Disclaimers. Maple brown sugar: contains soy; may ...Missing: 2020s | Show results with:2020s
[40]
Nature Valley Granola Bars Use 100% Recyclable Film
Apr 23, 2021 · General Mills' new polyethylene-based film wrap for Nature Valley Crunchy granola bars is certified to carry the How2Recycle label for Store Drop-Off systems.
[41]
Snack Smart: Nature Valley's Strategy for Sustained Success | Ipsos
Nov 1, 2024 · Our research shows that Nature Valley's strength lies in its versatility across the occasions in which Americans enjoy snack bars. Whether it's ...Missing: target | Show results with:target
[42]
Peanut, Almond & Dark Chocolate Protein Chewy Bars - Nature Valley
Rating 4.7 (344) Packed with 10 grams of protein power. A delicious mix of roasted peanuts, almonds & sunflower seeds dipped in luscious dark chocolate coating. Gluten-free!
[43]
General Mills unveils new Nature Valley protein bars
Nov 1, 2021 · Providing 10 grams of protein each, the bars pair creamy and crunchy textures with ingredients such as whole grain oats, peanut butter, nuts, soy protein and ...
[44]
Nature Valley wafer bars - Snack Food & Wholesale Bakery
Jul 12, 2019 · Company: General Mills. Website: www.generalmills.com. Introduced: July 2019. Distribution: National. Suggested Retail Price: $4.49 (per box ...
[45]
Trail Mix Fruit & Nut Bars - Nature Valley
Rating 4.7 (704) Trail mix belongs in a snack bar. That's why we've combined trail-ready whole nuts, real fruit, and delicious whole grain oats in a chewy granola bar.Missing: cereals | Show results with:cereals
[46]
Nature Valley Crunchy Granola Bars, Pumpkin Spice, Limited ...
Out of stockMade with an irresistible combination of whole grain oats, real pumpkin, and spices, these pumpkin spice granola bars capture the flavor of the season. The ...
[47]
Soft Baked Breakfast Bars - Nature Valley
Unwrap soft-baked goodness. NEW! Soft-Baked Breakfast Bars are the perfect on-the-go bars made hearty with real fruit, nuts and seeds.Blueberry Oat Soft Baked... · Almond Oat Breakfast BarsMissing: launch | Show results with:launch
[48]
Lunch box Ideas | Peanut-Free Snack Bars | Nature Valley CA
Discover the perfect school snacks with our chocolate lunch box bars. Peanut-free and packed with flavor, they're perfect for your little ones to enjoy.
[49]
Market Trends | April 2022 - Snack Food & Wholesale Bakery
Nature Valley lead the pack, with $610 million in sales and a 3.4% increase ... We see strong sales trends on our crispy textured Quest Hero Protein Bars,” she ...Missing: breakdown contribution
[50]
Nature Valley Granola Bars Commercial (1976) - YouTube
Aug 21, 2016 · *Visit BionicDisco.com for 1970s pop culture fun.* Fair Use. No copyright infringement is intended. Posted for museum purposes only.Missing: print TV
[51]
1993 Nature Valley Granola Bars Commercial - YouTube
Nov 2, 2011 · This is a 1993 commercial for Nature Valley Granola Bars that aired ... Classic TV Commercials from the '60s and '70s. Tom Crimmins•4.3M ...Missing: early ads 1990s print
[52]
Marketers Promoting a Granola Bar Hit the Trails in National Parks
Mar 7, 2012 · A trail on Mount Washburn at Yellowstone National Park, as seen on Nature Valley Trail View, a Web site. By Andrew Adam Newman. March 7, 2012.
[53]
Nature Valley Sweet and Salty Nut Bars TV Spot, 'Hammock' - iSpot
Published: December 31, 2012 ; Advertiser: Nature Valley ; Advertiser Profiles: Facebook, Twitter, YouTube ; Products: Nature Valley Sweet and ...
[54]
Making Of: Nature Valley's Call of the Crunch | Made Music Studio
Jul 20, 2025 · When General Mills decided to create the first-ever sonic identity for snack brand Nature Valley, we needed to solve for multiple brand ...
[55]
Major marketing campaign for Nature Valley targets 'happily hectic ...
Feb 27, 2024 · The adverts are combined with Nature Valley influencer activity from 26 influencers across Instagram and TikTok, which offers an estimated ...
[56]
Q4 2023 12 for '24 - Food - MediaRadar
Dec 23, 2023 · Nature Valley Bars spiked by over 230% YoY to more than $83 million spent in national digital, print, and TV advertising with all formats up.
[57]
Fuel for on the go: Nature Valley gains momentum with young ...
Dec 8, 2023 · Driven by demand for more savory and salty snacks, Nature Valley expanded into savory snack bars in May. Their latest innovation, the Nature ...Missing: international | Show results with:international
[58]
General Mills Sued Over 'Natural' Labeling - The New York Times
Jul 26, 2012 · Two California mothers are suing General Mills, claiming the giant food company has deceptively marketed its Nature Valley products as natural.
[59]
"Natural" Nature Valley Products Have Unnatural Ingredients, Says ...
Jul 26, 2012 · ... lawsuit filed today against Nature Valley parent company General Mills. ... 100% natural square." Besides the deceptive labeling and marketing ...
[60]
Nature Valley products are not '100% natural', lawsuit claims
Mar 18, 2017 · A lawsuit alleging that maltodextrin and high maltose corn syrup used in Nature Valley products are artificial ingredients.
[61]
General Mills settles '100% natural' Nature Valley lawsuit
Nov 19, 2014 · General Mills has agreed that it will not use the term '100% natural' to describe Nature Valley bars that contain certain 'artificially produced' ingredients.
[62]
Suit Disputes Nature Valley's 'Natural' Claims - MediaPost
The suit asks the court to enjoin General Mills from marketing, within California, products containing the three ingredients at issue with claims of “100% ...
[63]
[PDF] Filed D.C. Superior Court 08/24/2016 16:34PM Clerk of the Court
Aug 24, 2016 · These claims are false, deceptive, and misleading. The oat products at issue are not “made with 100% Natural whole grain oats,” but instead ...
[64]
Nature Valley will drop 100% natural claim after settling lawsuit
and jeopardizing future sales.Missing: 2000s declining
[65]
[PDF] CASE 0:16-cv-02869-MJD-BRT Document 73 Filed 07/12/17 Page 1 ...
Jul 12, 2017 · All Nature Valley Products, as defined by Plaintiffs, contain the identical label claim that they are “Made with 100% Natural Whole Grain Oats,” ...
[66]
Nature Valley to drop '100% Natural' label after herbicide lawsuit
Jul 2, 2025 · In July 2017, a Minneapolis federal judge dismissed a proposed class action lawsuit over General Mills' "100% Natural" label, saying that even ...
[67]
General Mills wins fight to label Nature Valley granola bars as 'natural'
Jul 30, 2017 · General Mills has won a lawsuit alleging its Nature Valley granola bars cannot be labelled “100% natural” as they purportedly contain traces ...
[68]
In Legal Settlement, General Mills Will Remove "100% Natural ...
Aug 23, 2018 · In Legal Settlement, General Mills Will Remove “100% Natural” Label Claim from Product, Consumer Groups Announce. (Beyond Pesticides, August 23, ...
[69]
General Mills drops '100 percent natural' on Nature Valley granola ...
Aug 24, 2018 · The complaint filed in 2016 alleges the granola bars, which carry the label "Made with 100% Natural Whole Grain Oats," contain a chemical ...Missing: labeling | Show results with:labeling
[70]
FDA's Next Action On Defining "Natural" For Food Labeling ...
FDA took this action in part because it received three Citizen Petitions asking that the agency define the term “natural” for use in food labeling and one ...
[71]
Court Rules Against General Mills Motion to Dismiss, Says It's ...
Jul 24, 2017 · The Court rejected General Mills' argument that courts should defer to the FDA on possible future ruling re: “natural” food labeling, holding ...
[72]
Lawsuits filed over term “100% Natural” on food labels
... Nature Valley granola bars were “Made with 100% natural whole grain oats.” Similar to the Quaker Oats suit, the plaintiffs in this case allege the Nature Valley ...
[73]
Nature Valley Granola Bars recalled over Listeria concern
Jun 27, 2016 · General Mills is recalling four varieties of its Nature Valley Protein Chewy Bars and Nature Valley Simple Nut Bars because they may contain Listeria.
[74]
Listeria concerns prompt recall of Nature Valley granola bars
Jun 25, 2016 · “The four flavors of Nature Valley bars that are part of the recall were distributed to retail establishments throughout the United States.
[75]
Why are Nature Valley granola bars so messy? - CBS 42
Sep 5, 2023 · “Even as we tweaked our recipe to deliver a softer texture a few years ago, we made the decision to embrace the crumbs as we know our fans ...Missing: controversy 2017
[76]
Nature Valley Granola Thins recall: Foul-up puts wrong product in box
Sep 24, 2010 · Nature Valley Granola Thins recall: Foul-up puts wrong product in box ... Fri, September 24, 2010 at 3:52 p.m. UTC.
[77]
General Mills recalls batch of mislabeled granola bars - Star Tribune
Sep 26, 2012 · A "limited number" of properly labeled Peanut Nature Valley Sweet & Salty Nut Granola Bars were improperly inserted into boxes of an almond ...Missing: incidents 2010s
[78]
General Mills is dealing with unprecedented supply chain problems
Jun 6, 2022 · General Mills executive Jonathon Nudi said the company is facing thousands of material disruptions every month.
[79]
General Mills recalls Nature Valley Bars due to possible Listeria ...
Jun 3, 2016 · The following products are affected by this recall: Nature Valley Protein Chewy Bar – Honey, Peanut & Almond with Pumpkin Seeds, 5 count: ...
[80]
Supply chain and responsible sourcing - General Mills
Learn more about our deforestation, palm oil sourcing, cocoa sourcing and fiber packaging as part of our sustainable and responsible sourcing efforts.Missing: disruptions 2020-2022 Nature Valley nuts