London 2012 Announces Nature Valley as Tier Three Sponsor

The London Organizing Committee of the Olympic Games and Paralympic Games (LOCOG) today announces that Nature Valley has become the official cereal snack bar supplier to London 2012 in a tier three sponsorship deal.

The deal will see Nature Valley cereal bars, the no.1 crunchy cereal snack bar brand in the UK & Ireland and one of General Mills UK’s fastest growing brands, sold at London 2012 concessions within venues and distributed to athletes, Games-time workforce and volunteers.

Nature Valley is the no.1 crunchy cereal bar brand in the UK & Ireland, and is available in several flavours including Oats n Honey and Canadian Maple Syrup.

General Mills UK Managing Director Jim Moseley said: “Nature Valley is driving accelerated growth in the cereal bar category and we are proud to play our part in the 2012 Olympic Games. To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley.”

LOCOG Commercial Director Chris Townsend added: “It’s less than a year before the Games and this demonstrates the level of detail we have got to in our planning. Providing snacks and sustenance to our huge workforce is important and Nature Valley will help us do that. We’re delighted to welcome Nature Valley to the London 2012 family. We are now approaching our targets and we are thrilled with the calibre of our commercial partners who are world class organisations helping us to stage the Games.”