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Comment: This review by The New York Times should probably be included as well. Looking at the article, it might pass the notability guidelines. Nighfidelity (talk) 19:59, 3 February 2026 (UTC)
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| Company type | Private |
|---|---|
| Industry | Food industry |
| Founded | 2019 in New York City, United States |
| Founders |
|
| Website | magicspoon.com |
Magic Spoon Inc., doing business as Magic Spoon, is an American food company that sells breakfast cereals, as well as protein bars, granola, and toaster pastries. Most of its products are high in protein, low in sugar, and gluten-free. It claims to recreate the taste of other well-known cereal brands. The nutritional value of Magic Spoon products has been compared to competitors such as Froot Loops, which are high in sugar.
The company was founded in 2019 by Greg Sewitz and Gabi Lewis.[1]
History
[edit]Greg Sewitz and Gabi Lewis created Magic Spoon in 2019 as a direct-to-consumer brand that could only be bought online.[2] Prior to that, they founded Exo Inc., a brand of protein bars made using house crickets, which they sold in 2018.[3]
In June 2022, Magic Spoon had a Series B funding worth US$85 million[4] and started selling its products in 1,300 physical Target stores, followed by 300 Sprouts Farmers Market stores in September, and has also been sold in Walmart, Kroger, and Albertsons stores. As of February 2023, it was available in 6,800 brick and mortar stores in the United States.[2]
Products
[edit]Breakfast cereal
[edit]As of January 2025, Magic Spoon offers its breakfast cereal in six classic flavors: Fruity, Frosted, Cocoa, Peanut Butter, Blueberry Muffin, and Cinnamon Toast.[5] Their main ingredient, referred to as "Milk Protein Blend", is a blend of casein and whey protein concentrate, which provides of most of their protein content. It is sweetened with monk fruit and allulose,[6] and formerly with stevia.[7]
Magic Spoon advertises the amount of "net carbs" per serving of cereal by subtracting the amount of dietary fiber and allulose from the amount of carbobydrates. However, the term is not defined by the Food and Drug Administration and the American Diabetes Association, and doesn't have a standardized measurement method.[6]
In January 2026, Magic Spoon released cereals with marshmallows.[8]
Protein Pastries
[edit]Protein Pastries are toaster pastries that were introduced in January 2026, and are available in three flavors: Frosted Strawberry, Cinnamon Brown Sugar, and S'Mores.[8]
References
[edit]- ^ Costa, Kara (25 January 2023). "Is Nostalgic Cereal That's Good For You Too Good To Be True? The Magic Spoon Cereal Review". The Quality Edit. Quality Media. Retrieved 1 February 2026.
- ^ a b Waldow, Julia (8 February 2023). "Being 'everywhere that people buy and sell cereal:' How Magic Spoon went from online-only to wholesale in six months". ModernRetail. Digiday Media. Retrieved 2 February 2026.
- ^ Knox, Dave (10 May 2023). "How Magic Spoon Brought Innovation To The Breakfast Table". Forbes. Forbes Media. Retrieved 2 February 2026.
- ^ Owings, Tess (11 April 2024). "$85 Million to the Clearance Bin – Is Magic Spoon Done?". The Food Institute. Retrieved 2 February 2026.
- ^ Agyeman, Valerie (30 January 2025). "I Tried 6 Magic Spoon Cereal Flavors — Here's What I Loved (and Didn't)". Good Housekeeping. Hearst Magazines. Retrieved 1 February 2026.
- ^ a b Smirniotis, Mark (12 April 2022). "The Truth About Trendy Products: A Review of Magic Spoon Cereal". Wirecutter. The New York Times. Retrieved 4 February 2026.
- ^ Gaedke, Matt (1 July 2021). "Magic Spoon Cereal Review". KetoConnect. Retrieved 1 February 2026.
- ^ a b "Magic Spoon Expands Protein-Forward Breakfast". Prepared Foods. BNP Media. 23 January 2026. Retrieved 1 February 2026.
External links
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