General Mills' snack bar brand Nature Valley is to sponsor next year's Olympic Games in London.

Nature Valley will be the official cereal snack bar supplier to the London 2012 Olympic Games and Paralympic Games, as well as to Team GB and Paralympics GB.

This sponsorship forms the biggest-ever investment for Nature Valley in the UK and means the bars will be present for sale at concessions during the Olympic Games and the Paralympic Games. The official London 2012 supplier logo will also appear on-pack in the coming months.

Neil Barker, General Mills' sales director for the UK and Ireland, said: "Having personally experienced the excitement of the Sydney Games in 2000, I know just how big an impact the Olympic Games can have. The London 2012 Games are less than a year away now and already there is a huge buzz around the event and a massive sense of anticipation."

Nature Valley will also provide cereal bars to the volunteers and media during the games.