Jan 11, 2021
News Release

Introducing Nature Valley Protein Crunch Bars, delicious creamy, crunchy texture with 10 grams of protein

The latest addition to the protein lineup – Nature Valley Protein Crunch Bar – A perfect balance of texture that you can feel good about.


MINNEAPOLIS, Minnesota - Nature Valley, the No. 1 granola bar brand in the world*, is launching Protein Crunch bars, a bar that uniquely features a creamy, crunchy texture with 10 grams of great-tasting protein - making it unlike many other snack bar options. This new addition to the Nature Valley Protein lineup is ideal for between meal cravings with ingredients like creamy peanut butter, and crunchy nuts in a whole grain oat bar.

“When Nature Valley created the granola bar category in 1975, we launched a delicious crunchy bar that is beloved to this day,” said Carly Anderson, senior brand manager, Grain Snacks at General Mills. “Today, as shoppers seek out protein snacks, there is no shortage of protein bars on the market. However, consumers told us the category lacked a tasty and affordable protein bar with a unique texture a crunch. We’re excited to launch Nature Valley Protein Crunch, an extension of our popular Protein and Crunchy lines.”

As with all Nature Valley products, Protein Crunch contains no artificial flavors or colors and no high fructose corn syrup, just delicious flavor. The new snack bars are available in two varieties: Peanut Butter and Chocolate Peanut Butter. Protein Crunch snack bars are currently available at most retail locations nationwide or online, for a suggested retail price of $4.49 per five-count box.

Visit naturevalley.com and follow @NatureValley on Facebook and Instagram to learn more.

*Source: Euromonitor International Report, CY 2020


About Nature Valley

Nature Valley believes that nature brings out the best in all of us. That’s why we continually strive to connect people to nature not only through the food we make, but also outdoor experiences. Nature Valley bars offer wholesome, real ingredients like whole grain oats and power-packed peanuts, almonds and nut butters that deliver energy fueled by nature. We are committed to acting as an ongoing force for nature by restoring and preserving access to 10,000 miles of trails nationwide. Nature Valley is a proud partner of the National Park Foundation and The National Park Conservation Association. As creator of the granola bar category in 1975, Nature Valley offers a wide variety of products across bars, snacks and granola. Visit naturevalley.com to learn more.

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and being a force for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2021 net sales of U.S. $18.1 billion. In addition, the company's share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.


General Mills Corporate Communications
Mollie Wulff