50 Years of Crunch: Celebrating a Legacy of Adventure​ 

For 50 years, Nature Valley has been a part of everyday adventures — from hiking trails and road trips to busy mornings and afternoon pick-me ups. What started as a simple idea has grown into a granola bar millions of people rely on for a convenient, great-tasting snack. As we celebrate this milestone, we’re going back to our roots and bringing the beauty of America’s most iconic landscapes to you.

Where It All Began

Back in 1973, Nature Valley launched its first product: Nature Valley Granola Cereal, made with 100% all natural ingredients. It was a hit, but there was just one problem — it wasn’t designed to be eaten on the go. As more outdoor enthusiasts looked for portable, wholesome snacks they could take anywhere, Nature Valley’s idea of granola on-the-go took shape.

The First Granola Bar

In 1975, that idea became a reality with the launch of Nature Valley Granola Bars — the world’s first granola bar from a major food company. Made with 100% all natural ingredients and available in three flavors — Honey ‘N Oats, Cinnamon and Coconut— the two-bar pouches delivered a wholesome option for those with active lifestyles. This brand-new bar quickly became a favorite among outdoor enthusiasts, thanks to its satisfying crunch and convenient format.

Expanding Flavors and Possibilities

As lifestyles and tastes evolved, so did Nature Valley. New flavors like Peanut (1976) and Roasted Almond (1978) expanded the lineup. That same year, single-pouch sizes were introduced, making the bars ideal for vending machines and convenience stores, further cementing their role as an accessible snack.

By the 1980s, Nature Valley introduced even more variety, including Peanut Butter (1983) and Chocolate Chip (1985), broadening the granola bar’s appeal. Variety packs followed in 1988, making it easier than ever to enjoy fan-favorite flavors.

Evolving to Meet Consumer Preferences

As the new millennium began, Nature Valley sharpened its focus on healthy, active, outdoor consumers. In 2003, the brand introduced Nature Valley Apple Crisp Crunchy Granola Bars — the first to bring this flavor to the category.

Building on that momentum, Nature Valley refined the original granola bar to enhance the signature crunchy texture and taste. Over time, these thoughtful updates made the bars easier to bite and more enjoyable to eat.

A Commitment to Nature