Start! – A Crunchy Classic Since 1974

In 1974, Sweden was grooving to disco, singing progg songs, and indulging in smörgåstårta and fondue. That same year, Start! was born—a granola that, much like the era, wasn’t afraid to stand out. Made from golden-roasted Swedish oats, blended with fruits and nuts, it quickly became a breakfast favorite. But Start! is more than just a crunchy delight; it’s also rooted in sustainability. Even the oat husks are repurposed into green energy, fueling both the mill and 1,400 nearby homes. After all, why settle for "lagom" when you can have something truly extraordinary?