Nature Valley granola cups have been a popular snack option for years. However, there has been some speculation recently over whether these convenient snacks have been discontinued. In this article, we’ll examine the evidence to determine if Nature Valley granola cups are still being produced or if they have been removed from store shelves for good.
Background on Nature Valley Granola Cups
Nature Valley is a brand of granola bars and snacks owned by General Mills. The popular Nature Valley granola cups first hit store shelves in the early 2000s. The single-serve cups came in different flavors like Oats ‘n Honey, Maple Brown Sugar, and Fruit & Nut. The portable snacks were an easy grab-and-go option for a quick breakfast or snack.
At the height of their popularity, Nature Valley granola cups could be found in most major grocery stores, convenience stores, and mass retailers like Target and Walmart. For years they were a staple in many consumers’ pantries and lunch bags.
Signs Pointing to Discontinuation
In the last couple of years, some concerning signs have emerged indicating that Nature Valley may have stopped producing their classic granola cups:
- Limited availability – Shoppers have reported not being able to find the cups in stores where they were once plentiful. Retailers seem to have stopped restocking granola cups on shelves.
- Changing product lines – General Mills appears to be focusing on other products and lines for the Nature Valley brand. The company has introduced new protein-focused Nature Valley snacks but the classic granola cups are no longer highlighted.
- Lack of marketing – Nature Valley’s website and social media pages no longer have any mention or promotion of the granola cups. The company doesn’t seem to be marketing them anymore.
- Consumer complaints – Many shoppers have taken to the internet to complain that they can’t find the granola cups anymore. There are several online threads and petitions begging General Mills to bring the cups back.
While not definitive proof, these clues have led many to believe Nature Valley has quietly stopped producing their popular granola cups.
The Case for Discontinuation
There are a few business and market factors that support the idea that Nature Valley granola cups have likely been discontinued:
- Declining sales – As consumer tastes evolved, the standard oats and honey recipe may have become too boring. More exciting flavor options and healthier recipes likely cut into sales.
- Market saturation – When first introduced, the granola cups were unique. But today there are many more competing products in the market eating into market share.
- Manufacturing costs – Producing the cup packaging and roasted granola in-house may have become too expensive compared to investing in more profitable products.
- Cannibalizing other products – The popularity of the cups may have started eating into sales of Nature Valley bars and other higher margin products.
Even if the granola cups still had a core group of loyal buyers, declining interest from the wider market may have led General Mills to pull the plug.
Could They Return?
While it seems almost certain that original Nature Valley granola cups have been discontinued, there is a possibility they could return someday. General Mills could decide to bring them back as a retro/nostalgic product or in partnership with a retailer for a limited-time offering. The company brought back French Toast Crunch cereal in 2014 after a nine year hiatus due to consumer demand, so there is precedent.
For now, unfortunately, Nature Valley granola cups appear to be relegated to fond memories. But if enough snack lovers make their desire for their return known, General Mills may resuscitate this popular snack in the future.
Alternative Snack Options
While it’s disappointing that Nature Valley granola cups seem to have been discontinued, there are some similar portable snacks that can satisfy a craving for an on-the-go granola bite:
| Brand | Product | Where to Buy |
|---|---|---|
| Quaker | Breakfast Flats | Amazon, Target, Walmart |
| Kind | Kind Breakfast | Amazon, grocery stores |
| Kashi | Heart to Heart Oat Cups | Target, Walmart, grocery stores |
| Bear Naked | Triple Berry Fit Granola Cups | Amazon, Walmart, Target |
While not exactly the same as Nature Valley’s original recipe and crunch, these alternatives can help provide a similar nutty, sweet, and fulfilling on-the-go breakfast or snack. Granola fans still have portable options to get their fix.
Conclusion
Based on limited availability in stores over the last few years and a lack of marketing or promotion from Nature Valley, it appears the classic Nature Valley granola cups have likely been discontinued. Changing consumer preferences and declining interest in the standard granola recipe probably led General Mills to halt production. While it’s possible they could make a comeback someday, for now fans will have to look to alternative brands to get their granola cup fix. Though the original may be gone, similar portable and tasty options still exist in grocery aisles.