The witch house in Salem, Massachusetts is a historic landmark that has captivated the curiosity of visitors for centuries. Built in the early 17th century, this modest structure was once the home of Jonathan Corwin, a respected judge during the infamous Salem witch trials of 1692. Inside the witch house, visitors can explore the rooms where Corwin and his family lived, giving them a glimpse into life during this dark time in American history. The house has been well-preserved, with many original features still intact. From the wooden beams overhead to the wide-planked floors below, every corner of this house oozes with history. One of the notable features of the witch house is the attached courtroom, where Corwin oversaw the trials of suspected witches.
One of the notable features of the witch house is the attached courtroom, where Corwin oversaw the trials of suspected witches. Stepping inside this room, one can almost feel the weight of the decisions that were made within these walls. It serves as a haunting reminder of the hysteria and paranoia that plagued Salem during this period.
Being ‘everywhere that people buy and sell cereal:’ How Magic Spoon went from online-only to wholesale in six months
Last summer, the cereal brand Magic Spoon could only be found online. Now, it’s conducting a massive wholesale rollout as it looks to branch out beyond its digital roots.
Magic Spoon first jumped into physical retail last June by establishing a presence in 1,300 Target stores. In September, it launched in around 300 Sprouts stores. And last month, it deepened its partnership with Target while also expanding into thousands of Walmart, Kroger and Albertsons locations. Today, its brightly-colored boxes are in 6,800 stores across the U.S.
Magic Spoon originally launched online in 2019 as a way to “recreate classic childhood cereals, with more protein, less sugar [and] less carbs,” co-founder Gabi Lewis told Modern Retail. Magic Spoon sells its cereal in a variety of flavors, including Fruity, Peanut Butter, Cocoa and Cinnamon Roll, for about $10 a box. Its sales skyrocketed at the beginning of the pandemic, going so far as to triple over the course of spring to fall 2020 as more people ate at home. After starting to sell on Amazon in 2021, Magic Spoon is now banking on wholesale to expand its footprint and reach customers who want an in-person grocery experience or no longer buy as many items online.
“It’s really about getting Magic Spoon into as many bowls across the country as we possibly can,” Lewis said. “And doing that increasingly through physical retail, in addition to our online business.” At the moment, the “vast majority” of sales are still online, he explained.
Magic Spoon started out as a DTC brand because its founders — Lewis and Greg Sewitz — felt comfortable with the channel, having previously founded a cricket protein bar company. Lewis and Sewitz saw DTC as the easiest means by which to gain a customer base, and they had a network of influencers who could promote the cereal online. “But, we always intended to create this product everywhere that people buy and sell cereal,” Lewis said.
According to Lewis, Magic Spoon received early interest from retailers, but the company put off expansion to fine-tune its online business. It was also finding success on Amazon, consistently clocking as one of the top cereal brands on the site.
Then, “we realized we were getting to a point where the industry and the category was maturing,” Lewis said. “We were seeing other companies come out with similar products… And we were also getting to a point where every single day our online customers were asking us, when can I buy you in retail?”
Breakfast cereal has shown tremendous growth over the past several years. The global breakfast cereal market was valued at $90.9 billion in 2020 and is projected to almost double that by 2030 to hit $180.3 billion, according to Allied Market Research. Along with that growth, there’s more competition in the space, and like Magic Spoon, other companies have popped up to provide an alternative to sugary cereals. Three Wishes, which was founded in 2019, is one such brand. It makes its cereals from chickpeas, so they are gluten-free and grain-free. Three Wishes is on Amazon, as well as in Wegmans, Whole Foods, Sprouts and Erewhon locations across the U.S.
For any brand, moving from online-only to wholesale can be beneficial, Rebekah Kondrat, founder of Rekon Retail, told Modern Retail. “You have increased reach. You have a physical presence,” she said. For cereal, “your brand has validation through product adjacencies. So, for example, being on a shelf next to Honey Nut Cheerios kind of further confirms in the consumer’s mind that the brand is this healthy cereal.”
As a premium brand, Magic Spoon is more expensive than many other cereals in the cereal aisle. One box of Magic Spoon can equal two boxes of Honey Nut Cheerios. To stand out, Magic Spoon’s packaging uses vivid colors like red, purple, yellow and blue — shades commonly found on boxes of sugary cereal like Fruity Pebbles or Froot Loops. This connection could work in Magic Spoon’s favor, as the company wants its customers to “feel an overwhelming sense of nostalgia… like they’re a kid again” when they buy a box, Lewis said. Magic Spoon hopes its bright packaging will help it stand out from other health-focused cereals with more muted designs.
Even more, “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,” Lewis said. “Instead, they’re substituting Magic Spoon for other healthy items like protein bars, green juices, Greek yogurts and so on. We aren’t your typical cereal, a box of corn and grains. We’ve reimagined cereal entirely with completely differentiated ingredients and macronutrients, and our customers recognize that.”
Expanding into wholesale is not without its challenges. Inventory can be a concern, as brands need to make sure they have enough product on hand to restock shelves quickly. In addition, on their own websites, DTC companies can get a better sense of how customers are interacting with their products. In stores, “it’s harder to find out where that customer found out about you,” Kondrat said. “Did they just walk by, or did they first see your brand online and then come into the store to buy your product? You kind of lose that first party data connection when you move into wholesale.”
Being a DTC company originally, Magic Spoon had access to two to three years’ of customer data to consult when planning to expand. Looking through transactions, heat maps and customer surveys, Magic Spoon could see which flavors people liked and how much value they placed in higher-protein or lower-sugar cereal. Thanks to this feedback, Magic Spoon didn’t make changes to the product when going into wholesale; its cereal has remained the same in terms of packaging and ingredients, Lewis said.
For now, Magic Spoon wants to remain laser-focused on cereal, although it hasn’t ruled out getting into more categories in the future.
“We view the runway as particularly large there [in cereal]. And we don’t feel a need to distract ourselves with ancillary product extensions or categories,” Lewis said. “That’s not to say five, 10 years from now, we might not launch additional products. But in the immediate term… day in and day out, cereal is all we think about.”
Magic Spoon started out as a DTC brand because its founders — Lewis and Greg Sewitz — felt comfortable with the channel, having previously founded a cricket protein bar company. Lewis and Sewitz saw DTC as the easiest means by which to gain a customer base, and they had a network of influencers who could promote the cereal online. “But, we always intended to create this product everywhere that people buy and sell cereal,” Lewis said.
The witch house also houses a museum that displays artifacts and exhibits related to the witch trials. Visitors can view documents, letters, and other historical records that shed light on the events that unfolded in Salem in 1692. The museum offers a comprehensive overview of the trials and the impact they had on the community. As visitors wander through the various rooms of the witch house, they may notice peculiar features, such as the narrow staircases and low ceilings. These architectural elements add to the charm and mystique of the house, transporting guests back in time to a bygone era. Overall, a visit to the witch house in Salem, Massachusetts is a unique and educational experience. It allows visitors to delve into the history of the infamous witch trials and gain a deeper understanding of the events that occurred in this small New England town. Whether one believes in witchcraft or not, the witch house serves as a reminder of the dangers of fear and superstition, and the importance of learning from the mistakes of the past..
Reviews for "The Witch House of Salem: A Fascinating Look at Witchcraft in America"
1. Amanda - 2/5
I was really excited to visit the Witch House in Salem, MA, but unfortunately, it was a huge letdown. The outside of the house is nice and looks like it would be an interesting place to explore. However, once inside, I found the tour to be dull and uninformative. The guide didn't seem very knowledgeable about the history of the house or the witch trials, and I left feeling like I didn't learn anything new. The whole experience felt rushed, and there was no opportunity to ask questions or delve deeper into the history of the witch trials. Overall, I wouldn't recommend this tour to anyone looking for an educational and engaging experience.
2. Sarah - 1/5
I had high expectations for the Witch House in Salem, but it turned out to be a complete waste of time and money. The tour was poorly organized, and it felt like we were being herded through the house without any time to appreciate the historical significance. The guide rushed through each room, barely giving us an opportunity to take in the details or ask questions. Additionally, the house itself was quite small, and there were many people in our tour group, making it feel cramped and uncomfortable. Save your money and find a better way to learn about the witch trials in Salem.
3. John - 2/5
While I was interested in learning about the witch trials in Salem, the Witch House proved to be a disappointment. The tour guide seemed disinterested and lacked enthusiasm, which made the whole experience quite boring. The information provided was basic and could be easily found online. The house itself was not well-maintained, and some areas felt neglected or in need of restoration. Overall, I didn't find the Witch House worth the visit and would suggest exploring other historical sites in Salem instead.