Havre Fras Original oat cereal

Havre Fras is a deeply rooted Scandinavian breakfast staple, first launched in Sweden in 1959. Known for its distinctive 'oat pillows' that offer a unique crunch, the brand has become a household name across Sweden, Denmark, and Norway.

Originally developed by the Swedish company Abba (not the band, but the food producer), the brand was later part of the Quaker Oats portfolio. Following the global acquisition of Quaker by PepsiCo in 2001, the brand fell under the PepsiCo umbrella. However, as of the early 2020s, the brand is managed through a strategic partnership/joint venture (Cereal Partners Worldwide) or specific regional licensing. Manufacturing primarily takes place in Denmark to serve the Nordic market.