The Crunch Heard Around the Industry: Trends Fueling Granola’s Growth
Granola isn’t just for breakfast anymore – it’s officially having a moment. In the last few years, this once-humble blend of oats, nuts and sweeteners skyrocketed to new heights – both on shelf and here at Fresca Foods. From 2022 to 2023 the US granola market experienced impressive 8% YoY growth and continues to trend upward (GlobeNewswire). In 2024 alone Fresca produced over 4 million pounds of granola, fueling over $50 million of retail revenue in the marketplace.
We’ve produced granola for nearly a decade, and found ourselves asking: what exactly sparked this granola gold rush? Is it the crave-worthy crunch? The snack-on-the-go versatility? The approachable, clean-ingredient labels? The health halo that better-for-you brands bring to the table? After polling our customer base, potential partners, and industry friends, the consensus is clear: it’s all of the above. Granola delivers on these trends and more, and consumers can’t get enough of it. According to Future Market Insights, the global granola market is projected to achieve a valuation of USD 4 billion in 2024, with an expected CAGR of 4.1% reaching USD 6 billion by 2034. This cereal aisle staple has now taken over snack shelves, convenience stores, and even food service menus. The shift from breakfast bowl essential to all-day snacking companion has fueled innovation across the industry. Brands are pushing the envelope with new flavors, functional ingredients, and high-protein or low-sugar formulations to meet evolving consumer demands.
At Fresca Foods, we’ve been at the forefront of this granola surge. Not only has our granola production grown—it has skyrocketed. So much so that it outgrew us, which leads us to our big announcement… drum roll, curtain drop… Project Voltron is here!
The Next Chapter: Project Voltron
As a multi-platform co-manufacturer based in the heart of Boulder County, Colorado—aka the epicenter of natural & organic food innovation—we know strong granola vibes when we see them. And we’re leaning in. Project Voltron is our granola expansion initiative that officially launched January 2025, designed to more than double our production capacity. This isn’t just about making more granola; it’s about scaling up to meet the insatiable demand while maintaining the quality and innovation that define our approach.
With expanded capabilities, we’re excited to partner with brands looking to ride the granola wave. Whether it’s developing the next craveable SKU, reformulating for a cleaner label, or launching a new better-for-you snack line, Fresca Foods and the Fresca Food Lab [link to Fresca Food Lab page] is ready to bring your vision to life.
The Future of Granola: What’s Next?
With no signs of slowing down, granola is evolving beyond just crunchy clusters. We’re seeing trends like granola-adjacent snacks (think bars, bites, cookies, spreads, etc.), unique ingredient infusions (mushrooms, adaptogens, and superfoods), and sustainable sourcing practices (Upcycled, regenerative) that align with consumer values. The category is ripe for continued innovation, and at Fresca Foods, we’re here for it.
So whether you’re a brand looking to scale or a consumer hunting for your next go-to snack, one thing is certain: the granola vibes are strong—and getting stronger. Stay tuned, snack on, and let’s keep the crunch alive!
