Will Americans eat a direct-to-consumer cereal brand for breakfast?
You may have noticed if you’ve walked in a supermarket lately that the space dedicated to cereals isn’t what it used to be. That’s because consumption of ready-to-eat cereal has dropped significantly over the years as consumers grab more convenient and/or healthier options (think yogurt, protein bars, McD’s drive-thru) when rushing to work and school in the morning.
While consumption is down by double-digits over the past decade, that still leaves a pretty big market, and one brand, Magic Spoon, is looking to bypass grocery store shelves altogether and sell its cereals directly to consumers.
Magic Spoon offers four o-shaped cereas flavors — Cinnamon, Frosted, Fruity and Cocoa — that are touted as being high in protein (12 grams per serving), low in net carbs (only three grams) and free of artificial ingredients. The brand sells its cereals in cases of four boxes at $39 a pop. Each box offers seven servings. Order two cases and get delivery free.
The number of categories — beauty, mattresses, shaving, etc. — that have been disrupted by consumer direct brands continues to grow. This, Magic Spoon co-founder Gabi Lewis told Adweek, has helped smooth the way for his brand.
“People have been primed the past several years to buy new and exciting products online,” he said. “There’s such a dearth of good options in the cereal category. And it’s a category that people grew up with and loved so much that they’re really excited to find something that’s a reinvention of what they know as cereal.”