Start! Naturell Granola

Start! is a well-known Swedish granola brand, famous for its oven-baked crunchy oat clusters. Originally launched in the 1970s, it has become a staple breakfast item in Nordic households, known for its high fiber content and focus on natural ingredients. The product displayed is the 'Naturell' version, featuring 63% whole grains and the distinctive 'Lantmännen' sprout logo, which signifies its origins with the Swedish farmers' cooperative.

The brand is owned by Lantmännen, a massive agricultural cooperative headquartered in Stockholm, Sweden. Lantmännen is owned by thousands of Swedish farmers and focuses on the entire food value chain from field to fork. While the core of the brand remains Swedish, its wide availability across Northern Europe and various production facilities under the Lantmännen Cerealia umbrella means it may be produced across multiple regional sites.