Magic Spoon is a New York–based better-for-you cereal maker founded in 2019 by Gabi Lewis and Greg Sewitz. It sells flavored cereals such as Fruity, Cocoa and Peanut Butter formulated with better ingredients, zero added sugar, high protein, low carbs, and gluten-free, keto-friendly positioning. The company began as a direct-to-consumer brand, expanded to Amazon, and has reached more than 1 million customers in the past three years. Three of its eight flavors are launching in about 1,300 Target stores, and its limited-edition cereal bars will become a permanent product this month. Magic Spoon has grown its team to 41 employees from 20 a year ago and lists about a dozen open roles. Management plans to use new capital to support retail expansion, scale logistics and customer service, invest in growth marketing, and broaden the product lineup. Magic Spoon produces a high-protein, no-sugar (low-carb) alternative to classic breakfast cereals. The founders position the product in the middle of the cereal spectrum—healthier than sugary Saturday-morning cereals but more indulgent than many health-focused brands. The company sells four cereal varieties (per its website), with flavors including cocoa and fruity. Customers are eating Magic Spoon for breakfast as well as snacks and dessert. Founders Gabi Lewis and Greg Sewitz previously built and sold Exo Protein, and say lessons from their cricket-protein venture influenced Magic Spoon's protein emphasis. The company recently raised seed funding to support growth.

Total raised

$91M

Funding rounds

2

Latest round

Series B

Latest activity

Jun 2022