Praveen Vijh is the co-founder of Eat Natural, the British cereal bar and granola maker he started in 1996 with childhood friend Preet Grewal. He stepped back from the business in October 2022, two years after Ferrero announced its acquisition of the company.
The first Eat Natural bar — a date and walnut recipe — was made in the kitchen of Vijh's flat in Epping. From that beginning the pair built a business that today produces close to 100 million bars a year at its Halstead 'Makery' in Essex and exports to nearly 40 countries. They funded the company through reinvested profits rather than outside capital, growing it slowly enough to retain control until the Ferrero deal.
Vijh trained as a mechanical engineer at Brunel University and worked in dried-fruit and nut importing before starting Eat Natural. Since exiting he has been investing privately and supporting other founders, including in early-stage food brands.