Hero B'tween cereal bar

B'tween is a popular line of muesli and cereal bars primarily marketed in the Benelux region, particularly the Netherlands. The brand is owned by the Swiss multinational food company, Hero Group. While Hero was founded in Switzerland, the B'tween brand itself was specifically developed as an innovation for the Dutch market in the late 1990s as part of the company's expansion into healthy snacks.

Today, B'tween bars are closely related to the international brand Corny, which is also owned by the Hero Group. Most of these cereal bars are manufactured at the Schwartauer Werke facilities in Bad Schwartau, Germany, which serves as the Group's primary production hub for snack bars across Europe. The Hero Group continues to be a family-owned business, headquartered in Lenzburg, Switzerland, where it was originally established in 1886.