Bear Naked

Bear Naked is an American food brand focused on granola, granola bites, and oatmeal products. The brand was launched in 2002 by Kelly Flatley and Brendan Synnott, who began with small-batch granola production and direct distribution to local retailers. Its identity was built around whole-grain foods, nuts, fruit, and a comparatively simple ingredient story. The name combined an outdoors-oriented bear image with the idea of being “naked,” or free from unnecessary additives. The business began as an entrepreneurial operation rather than as a large packaged-food company. Flatley had developed granola while in college and initially prepared it in her dormitory room for friends. After meeting Synnott in Darien, Connecticut, in 2002, the two formed a partnership and moved production into a commercial kitchen. They handled much of the early work themselves, including preparation, distribution, and marketing. Their access to ingredients was initially limited: commercial distributors were unwilling to supply the small company, so the founders obtained bulk materials locally. They then presented the products to natural and organic food retailers, gradually building distribution. A significant early retail breakthrough came in 2003, when Stew Leonard’s supermarket chain in New York began carrying Bear Naked granola. That placement helped move the company beyond local, founder-led selling and into a broader commercial market. Bear Naked subsequently attracted the attention of Kashi, the natural-foods subsidiary of Kellogg Company. In 2007, Flatley and Synnott sold the business to Kashi for more than $60 million, according to the cited account. The founders remained involved for approximately one year to support the transition. Under Kashi and the wider Kellogg organization, Bear Naked expanded beyond its original granola range into several related formats. Its portfolio has included conventional granola varieties such as Fruit & Nut, Maple Pecan, Peanut Butter, and Triple Berry; reduced-sugar Granola Fit products; gluten-free and grain-free offerings; protein-oriented granolas; granola bites; and steel-cut oatmeal paired with crunchy granola toppings. Product availability can vary over time and by retailer. Packaging and visual identity have been important elements of the brand. Earlier packaging used a logo with three marks evoking bear claws, while the bear symbol connected the brand to outdoor imagery and ingredients such as nuts, fruit, and honey. A redesign introduced in 2015 added a character known as Kevin, a bear used across packaging, social media, and the brand’s digital presence. Orange became a prominent visual color, associated with the Fruit & Nut flagship product and intended to communicate energy and an active lifestyle. In 2019, Bear Naked stated that its stand-up pouch was made from 100% recyclable materials. Bear Naked is based in La Jolla, California. The brand was associated with Kashi’s organic business within the Kellogg portfolio, and reference material identifies WK Kellogg Co. as its owner as of 2023. Its positioning centers on convenient, ready-to-eat grain-based foods marketed through natural-ingredient, whole-grain, flavor, and active-lifestyle themes.

Bear Naked was established in 2002 by Kelly Flatley and Brendan Synnott. Flatley had begun making granola while in college, initially preparing it in her dormitory and sharing it with friends. After she met Synnott in Darien, Connecticut, the two converted the informal activity into a business. They used a commercial kitchen and initially acted as the company’s only employees, producing, distributing, and marketing the granola themselves. The founders faced practical obstacles typical of a small packaged-food start-up. Commercial suppliers were reluctant to sell raw materials to a young company, so the partners purchased bulk ingredients locally before developing more conventional supply arrangements. They targeted organic and natural-food retailers, where the brand’s emphasis on granola and relatively simple ingredients was a natural fit. In 2003, Stew Leonard’s supermarket chain in New York began selling Bear Naked granola. This retail relationship gave the company an important route into commercial growth. Bear Naked’s early identity connected the product with outdoor imagery and the notion of uncomplicated food. Flatley selected the name: “bear” suggested the outdoors and an appetite for ingredients such as nuts, fruit, and honey, while “naked” conveyed the absence of unnecessary additives. The original logo incorporated three marks resembling bear claws. Over time, the brand broadened its assortment from core granola into multiple flavor families and adjacent breakfast and snack formats. In 2007, Kashi approached the founders and acquired Bear Naked. Kashi was then a subsidiary of Kellogg Company and operated in the natural and organic foods segment. The reported purchase price was more than $60 million. Flatley and Synnott stayed with the business for approximately one year after the transaction to help transfer operations to the new owner. Following the acquisition, Bear Naked continued as a packaged-food brand associated with Kashi and the Kellogg portfolio. Its products came to include classic granolas, reduced-sugar products marketed under the Granola Fit name, gluten-free and grain-free varieties, protein granolas, chewy and crunchy granola bites, and oatmeal products combining steel-cut oats with crunchy granola toppers. Examples of listed flavors include Fruit & Nut, Maple Pecan, Peanut Butter, Triple Berry, Vanilla Almond, Chocolate Almond, Honey Almond, and Dark Chocolate Sea Salt. The brand refreshed its visual system in 2015. The redesign introduced Kevin, a bear character used on packaging and in digital marketing, while orange became a prominent signature color associated with the Fruit & Nut range. The stated intent was to give the brand a more energetic appearance for millennials and other consumers with active lifestyles. In 2019, Bear Naked reported that its stand-up pouch used 100% recyclable materials. Bear Naked is based in La Jolla, California. Reference material identifies WK Kellogg Co. as the brand’s owner as of 2023. The brand’s present identity remains centered on granola, portable grain-based snacks, and oatmeal, with positioning built around flavor variety, whole-grain foods, natural-leaning presentation, and convenience.

• 2023

  Ownership identified with WK Kellogg Co.

  [1]Bear Nakeden.wikipedia.org

  Reference material identifies WK Kellogg Co. as the owner of Bear Naked as of 2023.

• 2019

  Recyclable stand-up pouch

  [1]Bear Nakeden.wikipedia.org

  Bear Naked states that its stand-up pouch is made from 100% recyclable materials.

• 2015

  Brand identity redesign

  [1]Bear Nakeden.wikipedia.org

  The brand introduces Kevin the bear and a refreshed visual system featuring orange as a prominent color.

• 2007

  Acquisition by Kashi

  [1]Bear Nakeden.wikipedia.org

  Kashi, a Kellogg subsidiary, acquires Bear Naked from its founders for a reported amount exceeding $60 million.

• 2003

  First significant supermarket placement

  [1]Bear Nakeden.wikipedia.org

  Stew Leonard’s begins selling Bear Naked granola, helping the young company expand beyond direct local distribution.

• 2002

  Bear Naked is founded

  [1]Bear Nakeden.wikipedia.org

  Kelly Flatley and Brendan Synnott establish Bear Naked after developing a small-scale granola business and moving production into a commercial kitchen.

A natural-leaning, whole-grain snack and breakfast brand emphasizing granola variety, recognizable ingredients, convenient formats, and active-lifestyle appeal.

• Granola

  Classic Granola

  Bear Naked’s core granola range includes broadly accessible flavor profiles such as Banana Nut, Cacao & Cashew, Fruit & Nut, Maple Pecan, Peanut Butter, and Triple Berry. These products represent the brand’s traditional format: ready-to-eat clusters or pieces designed for breakfast, snacking, or use as a topping.

• Reduced-sugar granola

  Granola Fit

  Granola Fit is a reduced-sugar line associated with flavors including Vanilla Almond and Peanut Butter Crunch. It extends the brand into a more nutrition-oriented segment while retaining the familiar granola format and emphasis on portable, convenient eating.

• Special-diet granola

  Gluten-Free and Grain-Free Granola

  This range includes Maple Cinnamon and Chocolate Almond offerings identified as gluten-free and grain-free. It broadens Bear Naked’s appeal to consumers seeking alternatives to conventional grain-based granola while preserving the brand’s flavor-led snack positioning.

• Protein granola

  Protein Granola

  The protein-oriented assortment includes Original Cinnamon and Honey Almond. These products place greater emphasis on protein as a nutritional attribute and support Bear Naked’s broader active-lifestyle positioning.

• Granola snacks

  Granola Bites

  Bear Naked granola bites are available in chewy and crunchy formats. Listed varieties include Dark Chocolate Sea Salt and Peanut Butter & Honey in chewy form, plus Honey Oat and Chocolate Chip in crunchy form. The bite-sized format is designed for portable snacking rather than bowl-based breakfast use.

• Oatmeal

  Steel-Cut Oatmeal with Crunchy Granola Topper

  Bear Naked’s oatmeal products pair steel-cut oatmeal with a separate crunchy granola topping. Identified varieties include Maple Pecan and Fruit & Nut. The combination gives the brand an oatmeal offering with an added textural component associated with its granola heritage.

• 2019

  Move to recyclable stand-up pouch materialsStrategy

  Background

  Packaging sustainability became part of the brand’s product presentation and communication.

  Action taken

  Bear Naked stated that its stand-up pouch was made from 100% recyclable materials.

  Aftermath

  The recyclable pouch became a cited packaging feature of the brand.

  Source

• 2015

  Refresh the brand identity for active-lifestyle consumersStrategy

  Background

  Bear Naked sought to modernize its packaging and strengthen its appeal to millennials and consumers with active lifestyles.

  Action taken

  The brand introduced Kevin the bear, adopted a refreshed package design, and emphasized orange as a signature visual color.

  Aftermath

  Kevin became a recurring brand asset across packaging, social media, and the company website.

  Source

• 2007

  Sell the brand to KashiM&A

  Background

  After building distribution through natural-food retailers and supermarket placement, the founders were approached by Kashi, a Kellogg subsidiary.

  Action taken

  Kelly Flatley and Brendan Synnott sold Bear Naked to Kashi and remained for approximately one year to support the transition.

  Aftermath

  Bear Naked continued as a brand within the Kashi and Kellogg portfolio and expanded into additional granola, snack, and oatmeal formats.

  Reported acquisition price. More than $60 million (2007 acquisition)

  Source

1. 1Bear Nakeden.wikipedia.org