Hubbards was started in New Zealand in 1990 with two types of muesli cereals. Fruitful Breakfast and Berry Berry Nice used ingredients sourced from local farmers. By 2014, Hubbard’s mueslis had achieved cult status. They gained a large and loyal following, growing to be one of the top three largest cereal producers. Their product-line continued to expand, eventually growing to include several mueslis and similar healthy products such as Gluten Free Cornflakes.