Nature Valley announced as official cereal bar of Olympics
London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) has appointed Nature Valley as the official cereal snack bar provider of the 2012 Olympic Games.
The deal will see Nature Valley cereal bars, 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.
Jim Moseley, General Mills UK managing director, 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.”
The tier three sponsorship deal is LOCOG’s 43rd domestic sponsor confirmed.