Welcome to Heartland^®

A place of wholesomeness, vitality, and hard work. Good health, self-sufficiency, and the good earth. America was built on the very principles represented by the heartland. There's a piece of the heartland in each of us.

The Birth of Granola

In the 1870s, doctors began expressing concern over the American diet. One of the first new foods developed to address their concerns was a crunchy wheat cereal called granola. But the first granola proved too crunchy for most people's taste and had to be soaked in milk overnight before it could be eaten. The search for tasty, healthy, whole-grain foods continued.

In the 1960s, a new age dawned. People began to look at the world differently, look at themselves differently, and look at what they ate differently. A new generation was rediscovering the heartland. We were listening, and are proud to have been one of the first national brands to acknowledge this renewed interest in whole grains and natural products by introducing a "new" cereal called granola in 1968.

All-Natural for Generations

Now, over 40 years later, as America focuses again on nutrition and food choices, our all-natural granola is still made with wholesome ingredients from the heartland — rolled oats, raisins, almonds, molasses, and cinnamon, to name just a few.

We also offer bulgur wheat, oat bran, steel cut oats and a selection of delicious pie crusts, as well as additional flavors and low-fat versions of our original granola cereal. Try Heartland^® cereals and experience whole-grain goodness and old-fashioned flavor at its finest.