The online-only brand is capitalizing on the current DTC-friendly retail climate, bypassing the supermarket aisle to sell its healthier version of a classic kids breakfast

There's something nostalgic about a bowl full of sugary cereal, but today's consumers are fully aware that this sweetness isn't very good for them. Direct-to-consumer cereal maker Magic Spoon hoping to tap into those sweet memories with a healthier, DTC alternative to the traditional sucrose-packed variety.

Unlike most cereal makers, Magic Spoon is not available in stores, selling only direct-to-consumer from its website and in batches of four. Customers are able to mix and match their order from the available flavors: Fruity, Cinnamon, Frosted and Cocoa. All of the options are both grain and gluten-free, low in sugar and contain no artificial sweeteners.

For the founders of Magic Spoon, there was never a question about whether people would be willing to buy cereal online, given the current retail climate that is favorable to DTC and digital-native brands. “People have been primed the past several years to buy new and exciting products online. 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,” Gabi Lewis, one of Magic Spoon’s co-founders, tells Adweek.

Magic Spoon


Lead image: Magic Spoon via Facebook

There's something nostalgic about a bowl full of sugary cereal, but today's consumers are fully aware that this sweetness isn't very good for them. Direct-to-consumer cereal maker Magic Spoon hoping to tap into those sweet memories with a healthier, DTC alternative to the traditional sucrose-packed variety.

Unlike most cereal makers, Magic Spoon is not available in stores, selling only direct-to-consumer from its website and in batches of four. Customers are able to mix and match their order from the available flavors: Fruity, Cinnamon, Frosted and Cocoa. All of the options are both grain and gluten-free, low in sugar and contain no artificial sweeteners.