How Magic Spoon markets, broken down

The background

Magic Spoon, founded in April 2019 by Gabi Lewis and Greg Sewitz (the duo behind cricket-protein brand EXO), reinvented breakfast cereal as a high-protein, low-sugar adult treat sold direct-to-consumer with nostalgic, colourful branding. After a $5.5M seed round in 2019, it closed an $85M Series B in June 2022 led by HighPost Capital, bringing total funding to roughly $100M. The brand then moved from DTC into retail, debuting in about 1,300 Target stores and later expanding to more than 6,800 stores including Walmart, Kroger and Albertsons.

• Founded in April 2019 by Gabi Lewis and Greg Sewitz, who previously ran the cricket-protein brand EXO, launching with four flavours (Cocoa, Frosted, Cinnamon, Fruity) at roughly 12g protein and 3g sugar per serving. (Entrepreneur)
• Raised a $5.5M seed round in September 2019 led by Lightspeed Venture Partners, with angel backers including the founders of Warby Parker, Harry's and Allbirds. (FoodNavigator-USA)
• Closed an $85M Series B on June 13, 2022 led by HighPost Capital, bringing total funding to about $100M, with celebrity investors including Shakira, Halsey and Nas. (TechCrunch)
• Made its first physical-retail entry in June 2022 with three flavours in roughly 1,300 Target stores, after reaching more than 1 million customers as a DTC brand in its first three years. (TechCrunch)
• Expanded retail distribution to more than 6,800 stores, adding Walmart, Kroger and Albertsons alongside Target after the Series B. (Food Dive)

Nostalgia plus a permission slip

Magic Spoon pairs childhood comfort with numbers that justify it. Three to steal:

3Playful sensory starbursts — keep the design fun so a healthy product still feels indulgent, not clinical

magicspooncereal

Sponsored

magicspooncereal https://magicspoon.com/products/protein-oatmeal-va...

1Benefit-led headline framing it as an upgrade — position the product as a better version of a habit they already love

2Protein-up, sugar-down badge — give an adult buyer a quantified reason to feel okay about the purchase

1. 1Benefit-led headline framing it as an upgrade — position the product as a better version of a habit they already love
2. 2Protein-up, sugar-down badge — give an adult buyer a quantified reason to feel okay about the purchase
3. 3Playful sensory starbursts — keep the design fun so a healthy product still feels indulgent, not clinical

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A believable peer delivers the proof

Magic Spoon outsources credibility to an everyday-looking user. Copy these:

2A relatable presenter, not a polished spokesperson — film unpolished so it reads as a recommendation, not an ad

3Box held to camera — let the macros and packaging prove themselves instead of a voiceover insisting

magicspooncereal

Sponsored

magicspooncereal magicspoon.com

1On-screen premise tied to a specific occasion — anchor a vague better-for-you claim to a concrete moment like the workplace

1. 1On-screen premise tied to a specific occasion — anchor a vague better-for-you claim to a concrete moment like the workplace
2. 2A relatable presenter, not a polished spokesperson — film unpolished so it reads as a recommendation, not an ad
3. 3Box held to camera — let the macros and packaging prove themselves instead of a voiceover insisting

Click to view entire library