DTC health cereal Magic Spoon expanding physical retail presence
Magic Spoon launched more than three years ago and offers healthier twists on classic cereal brands. Some of its most popular products include Fruity, Cocoa and Peanut Butter cereals that mimic the offerings from major players in the cereal market. But unlike most traditional cereal brands, Magic Spoon’s cereals offer about 13 grams of protein per serving and less than four grams of carbs. They also exclude added sugar, gluten, grains or soy, making them friendly to certain diets, like keto.
The cereals are more expensive than typical brands on the market, with a price tag of $39 for a box of four or $54 for a box of six, but Gabi Lewis, Magic Spoon’s co-founder and CEO, told Food Navigator that its target customers weren’t comparing the products to other cereals but were instead comparing them to other health-focused foods, like yogurt and protein bars.