Americans spent $9 billion on it in 2018, according to Euromonitor, down from $13.9 billion in 2000, and almost 90 percent of the country eats it for breakfast at least sometimes. “You talk to somebody about their favorite cereal and their eyes just light up immediately, and they think back to the pantry they had when they were a kid.”Įven with the recent sales slump - which, in addition to health concerns, has been blamed on millennials being too lazy to clean up after themselves - cereal is still a giant industry. “As we were thinking through the world of food products, there really aren’t many that people who have a true emotional connection to and history with in the way that they do with cereal,” says Sewitz. Magic Spoon co-founders Greg Sewitz and Gabi Lewis, who launched their cereal in April, wanted to tap into the familiarity that almost every American has with the category. “You talk to somebody about their favorite cereal and their eyes just light up” The brands each offer a variation on low-carb, high-protein cereal, sell direct-to-consumer (at least for now), and promise consumers a third option in between “inevitable sugar coma” and “sad brown ‘health’ flakes.” Magic Spoon is part of a small cadre of startups that have emerged in the past year with plans to bring cereal back to a market that has abandoned it due to dietary restrictions, as well as convert some breakfast-aisle loyalists who might be looking for less sugary options for themselves or their kids. Low-carb diets have also seen a recent renaissance, although in place of the Atkins and Dukan diets of the early aughts, it’s now keto, Paleo, and Whole30 that reign supreme.įor followers of any of these regimens, traditional packaged cereals are strictly out of bounds - not only sugary childhood favorites like Cinnamon Toast Crunch and Lucky Charms, but also “healthy” varieties such as Cheerios and Raisin Bran, which are made from grains (a no-no) and heavy on carbs (17 grams and 38 grams per serving, respectively, while ketogenic diets generally limit total carbs to 20 to 50 grams per day). It doesn’t hurt that it’s also extremely easy to prepare, requiring only a bowl, spoon, and milk - and even those are mostly optional.įor the past several years, though, sales in the category have been on the decline, which many experts have attributed to the public’s growing awareness around the harmful effects of excess sugar, which can include increased risk of diabetes, heart disease, and obesity, as well as the shift in consumers’ appetites toward more protein-rich foods, such as yogurt and energy bars. If you need to be 100% certain of the ingredients currently being shipped, we recommend that you call or email our customer service department to check the shelf of current stock.A post shared by Magic Spoon on at 10:00am PDTĬold cereal has remained America’s favorite breakfast food for decades not because of its health benefits, but rather because of its price (cheap), taste (sweet), and appeal among a very picky group of consumers (kids). We do our best to keep them as up to date as possible, however will not be held responsible for any differences between what is listed on our web site and what is listed on the product that you receive.
Manufacturers often change formulas or ingredients without notifying us. The nutrition facts were current and accurate to the best of our knowledge at the time they were entered. The nutrition facts listed above are supplied as a courtesy to our customers. SmartPoints® is a trademark of Weight Watchers International, Inc. Weight Watchers® is the registered trademark of Weight Watchers International, Inc. is not affiliated in any way with Weight Watchers®.
SmartPoints® values are calculated by Netrition, Inc. If you have further questions about this product, please contact us If you notice any errors in the information above, please let us know.
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