Havrefras Jordgubb cereal

Havrefras is a classic Scandinavian brand of oat-based breakfast cereal known for its unique aerated puff shape. Its history began in 1959 when it was launched by the Swedish company Quaker Oats AB. Over the decades, it has become a staple in Nordic households due to its high whole grain content and distinctive texture. The brand is particularly popular in Sweden and Denmark, where it is often consumed with milk or yogurt.

The production is primarily centered in Denmark at specialized cereal manufacturing facilities. The brand's ownership has undergone significant changes in the 21st century. Originally owned by the Quaker Oats Company, the brand became part of PepsiCo following its acquisition of Quaker. However, in 2020, Cereal Partners Worldwide (CPW), a joint venture between Nestlé and General Mills, acquired the Havrefras brand from PepsiCo. This acquisition integrated Havrefras into a massive global portfolio of breakfast cereals while maintaining its regional Scandinavian focus. Today, the ultimate ownership is a shared venture between the Swiss multinational Nestlé and the American corporation General Mills.