Magic Spoon

Greg and Gabi met in college and have been friends for a decade, launching businesses together before founding Magic Spoon. Both ate sugary cereal every morning as kids and spent years searching for an adult version that delivered the same flavor without the afternoon crash. When they found nothing on the market, they took matters into their own hands.

They spent more than a year developing recipes to capture the nostalgic taste of Saturday-morning cartoon cereals while avoiding the grains and sugar that dominate most boxes in the aisle. The result is a line of cereals, oatmeal, granola, and other breakfast products designed to deliver the crunch and flavor they remember from childhood without the nutritional compromises.