Havrefras Cereal

Havrefras is a prominent Scandinavian breakfast cereal brand, widely recognized for its distinctive 'oat pillow' shape and crunchy texture. The brand was originally launched in 1959 by the Danish company OTA (A/S OTA) and quickly became a household staple across Sweden, Denmark, and Norway.

Over the decades, the brand's ownership transitioned through several major corporate hands. It was acquired by The Quaker Oats Company, and subsequently became part of the PepsiCo portfolio following PepsiCo's global acquisition of Quaker Oats in 2001. In 2020, the Norwegian conglomerate Orkla acquired the Havrefras brand from PepsiCo to strengthen its position in the healthy breakfast food market in the Nordic region. Currently, the product continues to be manufactured in Denmark to serve the Scandinavian markets.