Hawthorn is pleased to unveil its new co-major partner for its inaugural AFLW season, with Nature Valley™ joining the brown and gold family.

Nature Valley™, the much-loved global snacks brand owned by General Mills, will be the official snack bar partner of Hawthorn’s men’s and women’s programs as part of the exciting new deal.

As co-major partner of the AFLW Hawks, Nature Valley’s iconic logo will proudly feature on the front of the women’s guernsey across all home games.

As well as having a strong presence across Hawthorn’s AFLW match-day experience, Nature Valley™ will help to champion the club’s community engagement initiatives around female leadership and development.

Hawthorn CEO Justin Reeves was delighted with the new partnership.

“Hawthorn is proud to partner with Nature Valley™, who has grown into a global leader in the snack bar industry,” Reeves said.

“Similarly to Hawthorn members and fans being put first, Nature Valley™ is committed to fuelling its consumers top-quality snack options.”

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Nature Valley™ was established in 1973 with the introduction of granola cereal, quickly creating the world’s first-ever granola bar. Launching in Australia in 2009, the aim of Nature Valley™ is to connect consumers with the feeling of nature and enjoying their delicious crunchy granola bars while doing this. Nature Valley™ is proud to have 100% wholegrain oats, no preservatives, and no artificial colours.

General Mills ANZ Managing Director Matt Salter was also thrilled with the partnership.

“We are really excited to be supporting Hawthorn as a major partner in their inaugural AFLW season,” Salter said.

“We’re looking forward to supporting women both on and off the field in what will be a huge year for AFLW and for many years to come.

“As a brand, Nature Valley™ looks to connect consumers with the great outdoors through our Crunchy Granola Bars. Our tagline ‘Chase the Crunch’ encourages consumers to do this everyday with an on-the-go snack and we’re really excited to further bring this campaign to life with Hawthorn throughout the AFLW season.”

About General Mills

General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and being a force for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Annie’s, WanchaiFerry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2021 net sales of U.S. $18.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.1 billion.