Unboxed: Refresh the granola section with these 8 innovative options

In 1863, Dr. James C. Jackson crumbled baked graham flour and bran into milk to make a nourishing, healthy breakfast for patients at his Dansville, New York-based health resort, “Our Home on the Hillside” (a.k.a. the Jackson Sanatorium). He called this amalgam of whole grains “granula.”

Fast forward more than 160 years and granola is ubiquitous in the natural food market. Arguably the O.G. healthy food product, granola has its own section—sometimes an entire aisle—at retail. It has a well-established bulk market. And recent innovations allow consumers following special diets, whether grain-free, paleo or sugar-free, to enjoy this traditional breakfast staple as a snack, meal, salad topper and even an indulgent permissible dessert, thanks to its whole grains, nuts and better-for-you sweeteners.

Such dynamism in the granola category has led to tremendous market growth. According to a study by Future Market Insights, the global granola industry is estimated to grow at a CAGR of 4.5% from 2023 to 2033. And at the end of 2022, Acumen Research and Consulting found the worldwide granola market was valued at $8.2 billion.

Clearly, shoppers consider granola a pantry staple. As both new and established brands push the boundaries of traditional granola flavors and ingredients, consumers will also find the time-honed category to be a trove of novelty, excitement and discovery.

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