Nature Valley bars are available in several flavours including Oats & Honey and Canadian Maple Syrup.

The Tier Three sponsorship deal will see Nature Valley cereal bars, the number one crunchy cereal snack bar brand in the UK and Ireland, sold at London 2012 concessions within venues and distributed to athletes, Games-time workforce and volunteers.

The agreement also brings the number of London 2012 domestic sponsors to 43.

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'.

Nature Valley cereal bars were launched in 2006 and are one of food company General Mills UK’s fastest growing brands.

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 Games. To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley'.

Read the full press release