Start! Hasselnot granola

START! is a well-known Swedish brand of granola, famous for its crunchy clusters of oven-baked oats. Originally launched by the Swedish farmers' cooperative Lantmännen in 1974, it has become a staple breakfast item in Nordic households.

The product is manufactured in Sweden, specifically at Lantmännen's production facilities in Järna. The brand is deeply rooted in Swedish agriculture, utilizing locally sourced grains where possible.

The brand is currently owned by Lantmännen, a large agricultural cooperative headquartered in Stockholm, Sweden. Lantmännen is owned by over 18,000 Swedish farmers and operates across the entire food chain from field to fork, making it one of the leading players in the Nordic food industry.