Magic Spoon is a popular brand of low-carb, high-protein cereal that has gained a lot of attention in recent years. The company was founded in 2019 by childhood friends Gabi Lewis and Greg Sewitz, who were determined to create a healthier alternative to traditional sugary breakfast cereals. Magic Spoon retailers can be found both online and in select brick-and-mortar stores. The company primarily operates through its official website, where customers can order their favorite flavors and have them delivered straight to their doorsteps. This direct-to-consumer model has allowed Magic Spoon to reach a wide customer base and establish a strong online presence. In addition to their online platform, Magic Spoon has also partnered with various retailers to expand their reach.
“We are excited to announce our investment in Magic Spoon, which immediately upended the old-school cereal industry when it launched in 2019,” said David Moross, co-founder, chairman, and CEO of HighPost Capital. “In a short period of time, Gabi & Greg have built a tremendous brand with a fiercely loyal and engaged consumer base through their unwavering commitment to innovation and creativity. We look forward to leveraging HighPost’s deep consumer sector expertise to support Magic Spoon’s continued growth."
The plan was always to eventually enable people to find Magic Spoon everywhere they buy and consume cereal, said Gabi Lewis, co-founder and co-chief executive officer. This will continue include flavor innovation, such as permanently adding its Birthday Cake flavor to its product portfolio after introducing it as a limited time offering.
In addition to their online platform, Magic Spoon has also partnered with various retailers to expand their reach. They have collaborated with well-known names like Amazon, Whole Foods Market, and Thrive Market to make their products more accessible to a larger audience. These retail partnerships have proven successful in increasing brand visibility and making it easier for customers to purchase Magic Spoon cereal.
Magic Spoon scoops up Albertsons, Kroger, Walmart shelf space
Kety-friendly cereal brand Magic Spoon continues to expand beyond its direct-to-consumer roots with the addition of shelf space at Albertsons, Kroger and Walmart, bringing its total retail stores to more than 6,800.
Magic Spoon's core flavors — Fruity, Frosted, Cinnamon, and Cocoa — also will be available at additional Target locations. In its first foray into the retail space, Magic Spoon hit select Target stores in June 2022, followed by a partnership with Sprouts in September.
As Magic Spoon looks to the year ahead, the brand is addressing many of the challenges the larger food and beverage industry is facing – from economic concerns of consumers to funding — while continuing to innovate its product portfolio, Magic Spoon Co-Founder and CEO Gabi Lewis told FoodNavigator-USA.
Breaking out of DTC, into store shelves
While both sides of the business will remain crucial to the Magic Spoon’s growth moving forward, Lewis noted that expanding into retail was always a part of the plan.
For Magic Spoon, DTC just "happened to be the place where we initially sold our cereal to customers," and "the plan was always to eventually enable people to find Magic Spoon everywhere they buy and consume cereal," he said.
"The classic DTC model was to create a slightly upgraded product – perhaps with more convenience or better branding," like in the case of cheaper DTC razors, Lewis said. For Magic Spoon, the DTC model also was about, "[reimaging] cereal entirely with completely differentiated ingredients and macronutrients," he said.
Consumers feel the pinch but still focusing on health
As consumers look to stretch their dollars, many are opting for cheaper alternatives like private label offerings. While Magic Spoon is keeping an “eye on” this trend, it doesn’t see consumers replacing Magic Spoon for cheaper cereal alternatives, according to Lewis.
“While it’s true Magic Spoon is more expensive than other cereals, we find that most of our customers aren’t actually doing that comparison. Instead, they’re substituting Magic Spoon for other healthy items like protein bars, green juices, Greek yogurts, and so on.”
Lewis also noted that consumers intentionally are making “meaningful changes with their product choices,” opting for healthier and more nutritious products. To meet more health-conscious consumers, Magic Spoon “[isn’t] exclusively targeting the natural food channels,” as this week’s announcement demonstrated, he added.
“I think that’s one of the larger trends: that health and nutrition trends that were previously viewed as ‘niche’ – whether its gluten-free, keto, or high protein – are increasingly mainstream.”
A flavorful future for Magic Spoon
In the year ahead, Magic Spoon plans to create a more independent business, Lewis said. Having completed a round of series B funding, Magic Spoon is positioned "well to now focus on building a lasting sustainable business, rather than one that has to have future funding always top of mind," he added.
This will continue include flavor innovation, such as permanently adding its Birthday Cake flavor to its product portfolio after introducing it as a limited time offering.
“Flavor innovation continues to be a big part of the Magic Spoon strategy. As a digital-first brand, we are able to quickly iterate on new flavor formats, using our customers as a testing ground for what will make it into our permanent product line-up and what might work well in national retail.”
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One of the key factors that sets Magic Spoon apart from other cereal brands is its emphasis on health and nutrition. The cereal is made with a unique blend of protein isolate, coconut oil, and natural sweeteners like allulose and stevia. This combination allows Magic Spoon to offer a cereal that is low in carbs, sugar, and calories, while still maintaining the taste and texture of a traditional cereal. Magic Spoon currently offers four delicious flavors: Fruity, Cocoa, Frosted, and Blueberry. These flavors capture the essence of classic childhood cereals but with a healthier twist. By catering to nostalgic tastes while prioritizing health, Magic Spoon has been able to win over customers who are seeking a guilt-free breakfast option. Overall, Magic Spoon retailers play a crucial role in making the brand's products accessible to customers. Whether it is through their online platform or partnerships with established retailers, the company aims to provide consumers with a healthier cereal alternative that doesn't compromise on taste. With the growing demand for low-carb, high-protein options, Magic Spoon is poised to continue its success in the cereal market..
Reviews for "Magic Spoon for Everyone: Retailers That Cater to Special Diets"
1. Lisa - 2 stars - I was really excited to try the Magic Spoon cereal after hearing so many great things about it. However, I was extremely disappointed with the taste. It had a strange artificial aftertaste that I just couldn't get past. The texture was also weirdly crunchy, almost like it had been sitting out for too long. I don't understand how people enjoy this cereal, but it definitely didn't live up to the hype for me.
2. Mike - 1 star - I don't understand what the fuss is about with Magic Spoon cereal. It tasted bland and unappetizing, with no real flavor. I was expecting something unique and delicious based on the advertising, but it fell flat for me. The texture was also off-putting, it felt too powdery in my mouth. Overall, I would not recommend Magic Spoon retailers to anyone looking for a tasty and enjoyable breakfast option.
3. Sarah - 2 stars - I tried the Magic Spoon cereal and it just didn't live up to my expectations. The flavors were overhyped and tasted too artificial for my liking. The price is also quite high for what you get. I ended up going back to my regular cereal brand, which offers much more flavor and variety at a more affordable price. Magic Spoon retailers may work for some people, but it definitely didn't work for me.