START! Russin Granola

START! is a renowned Swedish breakfast cereal brand specializing in oven-baked granola (crunchy oats). Launched in 1974, it became Sweden's first granola and remains a household staple. The product shown is the raisin (Russin) variety, featuring 58% whole grains and fiber-rich oats.

Manufacturing takes place in Sweden, primarily at Lantmännen's facilities in Järna. The brand is deeply rooted in Swedish agriculture and is owned by Lantmännen, a large agricultural cooperative owned by Swedish farmers. Lantmännen oversees the entire value chain from field to fork, ensuring high standards of sustainability and quality derived from Nordic grains.