Nature Valley to fuel outdoor adventure with new festival partnership

Nature Valley from General Mills has announced it has become the founding title partner of new immersive experience ‘Nature Valley Gone Wild Festival with Bear Grylls’ this summer, in a partnership designed to further build on the leading snack bar brand’s #GetOutMore mission.

Spread over four days, the event is an action-packed family friendly festival created with legendary outdoor adventurer Bear Grylls and his team. Aimed at adults and children aged 6-18-years, the festival offers an exhilarating schedule that includes wakeboarding, off-road buggy driving and talks from world-famous explorers.

Perfectly aligned with this sense of adventure, Nature Valley’s ‘Get Out More’ philosophy is that we all need to step away from the screen, go outside and connect with nature, whether that’s a hike in the outdoors, a swim in a lake or simply trying things out of our comfort zone. Since launching in 2019, the campaign has reached more than 50 million people, with the Gone Wild collaboration set to amplify this even further as part of Bear Grylls and his team’s endeavour to reconnect families in a safe outdoors environment and create the world’s most adventurous festival experience.

Due to take place this August Bank Holiday at Powderham Castle in Devon, the festival will see Mel C, Scouting For Girls and Morcheeba headline, along with Kaiser Chiefs, Razorlight and Ministry Of Sound Orchestra. Younger guests will be able to enjoy CBBC favourites Andy & The Odd Socks and Dick & Dom.

Adrienne Burke, marketing manager, snacking at General Mills, said: “We’re really excited to team up with Gone Wild to fuel festival goers this August Bank Holiday Weekend.

“We couldn’t be more aligned to the Bear Grylls festival team’s mission to inspire families across Britain to experience everyday adventure with their loved ones. We are thrilled to be building this unique outdoor experience together at Nature Valley Gone Wild with Bear Grylls for the coming years.

“This partnership is part of a £2 million investment into our 360˚ ‘Get Out More’ campaign, due to go live in July, and aims to build connection between our Nature Valley range and UK families.

“Packed full of real wholesome ingredients and incredible taste, our pocket-sized snack bars are perfect to keep energised in the great outdoors. We are encouraging retailers to stock up to meet increased demand this summer as restrictions ease and more people head outside. Bring on the adventures!”