The deal will see Nature Valley cereal bars, the best selling crunchy cereal snack bar brand in the UK and Ireland and one of General Mills UK's fastest growing brands, sold at London 2012 concessions within venues and distributed to athletes, Games-time workforce and volunteers.

"Nature Valley is driving accelerated growth in the cereal bar category and we are proud to play our part in the 2012 Olympic Games," said General Mills UK Managing Director Jim Moseley.

"To become part of such a celebrated global event is a natural fit for a globally successful brand like Nature Valley."

General Mills, an American 500 fortune company who are based in Minneapolis and can trace its history back to 1856, was also a sponsor of the 2010 Winter Olympics and Paralympics in Vancouver. 

"It's less than a year before the Games and this demonstrates the level of detail we have got to in our planning," said Chris Townsend, the London 2012 commercial director.

"Providing snacks and sustenance to our huge workforce is important and Nature Valley will help us do that.

"We're delighted to welcome Nature Valley to the London 2012 family.

"We are now approaching our targets and we are thrilled with the calibre of our commercial partners who are world class organisations helping us to stage the Games."

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