London 2012 announces Nature Valley as tier three sponsor

-    LOCOG’s 43rd domestic sponsor confirmed

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.”

Ends

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Notes to editors:  

General Mills

General Mills UK & Ireland is one of the fastest growing food companies in the market and has a track record of double digit growth with a market leading portfolio.
Driven by the ethos of ‘Nourishing Lives’ we have been making a place in the homes – and the lives – of UK & Ireland shoppers since the 1950s.

Part of the world’s sixth largest food company, General Mills UK & Ireland was recently ranked for the 4th year running in the Top 50 Best Workplaces and is proud to be consistently named in the Sunday Times Top 100 Companies to Work For.
General Mills was also a sponsor of the Vancouver 2010 Winter Games.

Nature Valley

Launched in 2006, Nature Valley is already the No. 1 crunchy cereal bar brand in the UK and Ireland.

The brand has quickly made a name for itself as the delicious snack bar that gives you a taste and a feeling of the outdoors.

Made from rolled wholegrain oats with other wholesome ingredients such as honey, Nature Valley cereal bars are perfect for anyone looking for a delicious, satisfying snack.

Nature Valley Crunchy bars are available in several flavours including Oats ‘n Honey, Canadian Maple Syrup, Roasted Almond and Apple Crunch – with 2 bars in each pack. Last year Chewy Trail Mix was launched with two new flavours, Fruit & Nut and Mixed Berry.

The Nature Valley website contains more than 2,000 free walks and also features favourite walks of celebrity travel writer and adventurer Ben Fogle.
Website: www.naturevalley.co.uk

As it heads towards its £2bn budget for staging the Olympic and Paralympic Games, LOCOG has seven domestic Tier One Partners - adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB. There are seven domestic Tier Two Supporters – Adecco, ArcelorMittal, Cadbury, Cisco, Deloitte, Thomas Cook and UPS. There are now twenty-seven domestic Tier Three Suppliers and Providers – Aggreko, Airwave, Atkins, Boston Consulting Group, CBS Outdoor, Crystal CG, Eurostar, Freshfields Bruckhaus Deringer LLP, G4S, GSK, Gymnova, Heathrow Airport, Heineken UK, Holiday Inn, John Lewis, McCann Worldgroup, Mondo, Nature Valley, Next, The Nielsen Company, Populous, Rapiscan Systems, Rio Tinto, Technogym, Thames Water, Ticketmaster and Trebor.

There is one domestic Tier One Paralympic Games Partner, Sainsbury’s and one domestic Tier Three Paralympic Supplier, Otto Bock.

The Worldwide Olympic Partners signed up for London 2012 are Coca-Cola, Acer, Atos, Dow Chemical Company, GE, McDonald’s, Omega, Panasonic, Procter and Gamble, Samsung and Visa.