Eat Natural

Eat Natural is a British cereal bar, granola and toasted muesli brand founded in Epping in 1996 by Praveen Vijh and Preet Grewal. The company makes fruit-and-nut bars from whole ingredients, with no artificial additives or preservatives, and is sold in all major UK supermarkets as well as health-food and convenience retailers.

The first bar — a date and walnut recipe still in production — was made in Vijh's home kitchen and tested at the 1997 International Food & Drink Exhibition. The business grew through reinvested profits rather than outside funding, scaling steadily over two decades. Today Eat Natural produces close to 100 million bars a year and exports to nearly 40 countries.

The company runs production from its 'Makery' in Halstead, Essex, with a workforce of around 300 people. Ferrero announced its acquisition of Eat Natural in December 2020 and completed the deal in 2021, retaining the management team and the Halstead facility. Eat Natural was named Exporter of the Year by The Grocer in 2017.