Who Owns Nature Valley?
Nature Valley is owned by General Mills, Inc., a publicly traded American food company listed on the NYSE under the ticker GIS. The brand launched in 1975 and is credited with creating the granola bar category in the United States. It remains one of General Mills' flagship snack brands, covering granola bars, protein bars, and trail snacks.
Parent Company
Founded
1975
Status
Publicly Traded
Headquarters
Nature Valley Timeline
Who Owns Nature Valley?
- Parent Company: General Mills, Inc.
- Ownership Type: Brand division
- Company Type: Publicly Traded
- Stock Ticker: NYSE: GIS
| Brand | Parent Company | Ownership Type |
|---|---|---|
| Nature Valley | General Mills, Inc. | Brand division |
Where to Buy
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History of Nature Valley
- Founded: 1975
- Founders: General Mills, Inc. (internal development)
General Mills introduced Nature Valley in 1975, and the product is widely credited with creating the granola bar category in American packaged food. The original crunchy granola bar established a product format that competitors have copied for five decades.
The brand expanded steadily through granola variants, oat and honey flavors, chewy bars, trail mix, protein bars, and fruit and nut products, extending from lunchbox staple to outdoor and fitness positioning. Marketing has leaned on natural ingredients messaging, with the brand's imagery built around the outdoors rather than the grocery aisle.
Under General Mills' fiscal 2025 portfolio, Nature Valley remains a top-selling snack bar brand inside the company's snack and breakfast bar lineup, where it anchors the better-for-you tier of a portfolio that also covers indulgent baked snacks.
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About General Mills, Inc.
What does General Mills own?
General Mills owns a portfolio of consumer food brands including Cheerios, Lucky Charms, Wheaties, Cinnamon Toast Crunch, Betty Crocker, Pillsbury, Haagen-Dazs, Nature Valley, Yoplait, Totino's, Old El Paso, Annie's, and Blue Buffalo pet food. The company operates in more than 100 countries and sells products across breakfast cereals, snacks, baking, frozen foods, yogurt, and pet food categories.
Is General Mills publicly traded?
Yes, General Mills, Inc. is listed on the New York Stock Exchange under ticker GIS. The company has been publicly traded for decades and has paid dividends continuously for more than 125 years. Major institutional shareholders include Vanguard Group, BlackRock, and State Street. General Mills has no single controlling shareholder.
What is General Mills' annual revenue?
For fiscal year 2025 (ended May 25, 2025), General Mills reported net sales of $19.5 billion, down 2% from $19.86 billion in FY2024. Net earnings were $2.3 billion, down 8% year-over-year. Diluted EPS was $4.10, and adjusted diluted EPS was $4.21. Operating profit was $3.3 billion, down 4%.
Who is the CEO of General Mills?
Jeff Harmening has served as Chairman and CEO since 2017. He has emphasized a "remarkable experience" framework focused on product innovation, consumer value, and brand building to restore volume-driven growth. Harmening stated that the company's "number one goal in fiscal 2026 is to restore volume-driven organic sales growth."
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Who founded General Mills?
General Mills was formed in 1928 through the merger of Washburn-Crosby Company and several other flour milling companies. Washburn-Crosby Company was founded in 1866 by Cadwallader Washburn and John Crosby in Minneapolis, Minnesota. James Ford Bell led the 1928 merger that created General Mills.
Where is General Mills headquartered?
General Mills is headquartered in Minneapolis, Minnesota, USA. The company has maintained its headquarters in the Minneapolis area since its founding, reflecting the city's historical importance as a center of flour milling and food processing.
What is General Mills' FY2026 outlook?
For fiscal 2026, General Mills expects organic net sales to range from down 1% to up 1%. Adjusted operating profit is expected to decline 10-15% in constant currency, and adjusted diluted EPS is expected to decline 10-15% from the FY2025 base of $4.21. The decline reflects growth investments, input cost inflation including tariff impacts, and a reset of corporate incentive compensation.
- Founded: 1928
- Headquarters: Minneapolis, Minnesota, USA
- Company Type: Publicly Traded
- Stock: NYSE: GIS
Where Is Nature Valley Made / Based?
- Headquarters: Minneapolis, Minnesota, USA
Nature Valley Categories & Tags
Brands Owned by General Mills, Inc.
Food BeverageAnnie's
Owned by General Mills, Inc.
American brand of organic and natural food products including mac and cheese, snacks, and baking mixes.
organic-foodnaturalmac-and-cheese
Food BeverageBetty Crocker
Owned by General Mills, Inc.
Iconic American baking brand owned by General Mills, created as a fictional persona in 1921 and now covering cake mixes, frosting, Bisquick, and Hamburger Helper.
bakingfoodpackaged-food
Pet CareBlue Buffalo
Owned by General Mills, Inc.
Premium natural pet food brand owned by General Mills, founded in 2002 and acquired in 2018 for approximately $8 billion, covering BLUE Wilderness, Basics, and True Solutions lines.
pet-fooddog-foodcat-food
Food BeverageCheerios
Owned by General Mills, Inc.
Iconic American breakfast cereal brand consisting of toasted oat O's, known for its heart-healthy positioning. Owned by General Mills.
breakfast-cerealoat-cerealhealthy-cereal
Food BeverageHäagen-Dazs
Owned by General Mills, Inc.
Premium ice cream brand founded in 1961 in the Bronx, New York, owned by Nestlé and sold in over 70 countries.
ice-creampremium-dessertfrozen-treats
Food BeverageLucky Charms
Owned by General Mills, Inc.
American breakfast cereal made of frosted oat pieces and colored marshmallow shapes, produced by General Mills since 1964. The first cereal to include marshmallows.
breakfast-cerealcerealkids-cereal
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Nature Valley Ownership: Pros & Cons
Advantages
- +Category-defining brand that invented the granola bar format
- +Backed by General Mills' $19.5 billion sales scale and distribution
- +Natural ingredients positioning fits current snacking trends
- +Broad format range from crunchy to protein to trail
- +Strong repeat-purchase, multipack staple business
Considerations
- -Snack bar category is crowded with premium and functional rivals
- -KIND and Clif hold stronger health and performance positioning
- -Sugar content draws periodic criticism despite natural messaging
- -Private label competes directly on the same shelf at lower price
- -Growth depends on innovation in a mature category
Frequently Asked Questions About Nature Valley
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Sources & Further Reading
Competitors to Nature Valley
These competing brands operate in the same categories and provide similar products or services. Compare key attributes to understand market positioning and competitive landscape.
| Brand | Parent Company | Country | Founded | Market Position | Primary Market | Gender Target |
|---|---|---|---|---|---|---|
| Kraft Heinz | USA | 1903 | Mass market | United states | All Genders | |
| Kraft Heinz | USA | 1988 | Mass market | United states | All-ages | |
| Mars Inc | United States | 1964 | Mass market | United states | All Genders | |
| Mondelez International | USA | 1934 | Mass market | Global | All Genders | |
| General Mills | USA | 1921 | Mass market | United states | All-ages | |
| General Mills | USA | 1869 | Mass market | United states | All-ages |
Learn More About Competitors
Food BeverageKraft
Owned by Kraft Heinz Company
American packaged food brand owned by Kraft Heinz, known for Kraft Mac and Cheese, Kraft Singles, mayonnaise, and salad dressings since 1903.
mac-and-cheesecheesepackaged-food
Food BeverageLunchables
Owned by Kraft Heinz Company
American pre-packaged lunch kit brand launched by Oscar Mayer in 1988 and owned by Kraft Heinz, combining crackers, meat, cheese, and drinks.
lunch-kitskids-foodsnacks
Food BeveragePop-Tarts
Owned by Mars, Incorporated
American brand of toaster pastries filled with various flavors, now owned by Mars, Incorporated through the Kellanova acquisition.
toaster-pastriesbreakfastsnacks
Food BeverageRitz
Owned by Mondelez International, Inc.
American brand of snack crackers known for their round, buttery flavor, produced by Mondelez International.
crackerssnacksbiscuits
Food BeverageBetty Crocker
Owned by General Mills, Inc.
Iconic American baking brand owned by General Mills, created as a fictional persona in 1921 and now covering cake mixes, frosting, Bisquick, and Hamburger Helper.
bakingfoodpackaged-food
Food BeveragePillsbury
Owned by General Mills, Inc.
American refrigerated dough and baking brand owned by General Mills, founded as a Minneapolis flour mill in 1869 and acquired in the 2001 deal that brought it under the General Mills portfolio.
bakingdoughfood
Competitive Analysis
Market Positioning: Nature Valley competes with 6 brands in the same categories, ranging from mass market to luxury positioning.
Geographic Distribution: Competitors are headquartered across multiple regions, indicating global competition in this market segment.
Brand Heritage: Competitor brands range from established heritage brands to newer market entrants, with founding years spanning several decades.
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Independent Alternatives to Nature Valley
Looking for brands with different ownership structures? These similar brands are not owned by General Mills, Inc., giving you alternative choices that support different corporate structures.
Food BeveragePop-Tarts
Owned by Mars, Incorporated
American brand of toaster pastries filled with various flavors, now owned by Mars, Incorporated through the Kellanova acquisition.
toaster-pastriesbreakfastsnacks
Privately Owned
Pop-Tarts is privately owned, unlike Nature Valley which is under a publicly traded parent company.
Food BeverageBarilla
Owned by Barilla Group
Italian pasta and food brand owned by Barilla Group, a leading global pasta and sauce manufacturer.
pastafooditalian
Privately Owned
Barilla is privately owned, unlike Nature Valley which is under a publicly traded parent company.
Food BeverageM&M's
Owned by Mars, Incorporated
Candy-coated chocolate confections produced by Mars, Incorporated, one of the world's best-selling candy brands since 1941.
candychocolateconfectionery
Privately Owned
M&M's is privately owned, unlike Nature Valley which is under a publicly traded parent company.
Food BeverageCelebrations
Owned by Mars, Incorporated
British chocolate assortment brand featuring a variety of chocolate candies, owned by Mars, Incorporated and distributed globally.
chocolateassortmentcandies
Privately Owned
Celebrations is privately owned, unlike Nature Valley which is under a publicly traded parent company.
Food BeverageFroot Loops
Owned by Ferrero
American colorful ring-shaped corn cereal with fruit-flavored sweetness, introduced in 1963 by Kellogg's. Known for its toucan mascot Toucan Sam and the "Follow your nose" advertising slogan.
breakfast-cerealkids-cerealcolored-cereal
Privately Owned
Froot Loops is privately owned, unlike Nature Valley which is under a publicly traded parent company.
Food BeverageFrosted Flakes
Owned by Ferrero
American sweetened corn flake cereal introduced in 1952 as Sugar Frosted Flakes by Kellogg's. One of the best-selling breakfast cereals in the United States, famous for the Tony the Tiger mascot.
breakfast-cerealcerealkids-cereal
Privately Owned
Frosted Flakes is privately owned, unlike Nature Valley which is under a publicly traded parent company.
General Mills, Inc. Stock Information
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