Magic Spoon Cereal
Joe Lingeman for TIME

Protein-Packed Cereal

Magic Spoon Cereal

After selling Exo, a company that makes protein bars out of powdered crickets, Gabi Lewis and Greg Sewitz embarked on their next venture: sweet cereal for diet-­conscious grownups. And this one is not made out of bugs. In April, the pair launched Magic Spoon—a cereal that’s high in protein, gluten- and grain-free, and low in sugar and carbs—to stand up against brands of cereal that are marketed as healthy options. “What we’re doing is completely flipping the nutritional profile of cereal on its head,” Lewis says. “It’s basically turning a protein shake or protein bar into the taste and texture and shape as cereal.” Magic Spoon costs $10 a box, and its four flavors are currently sold only via the company’s website. But that hasn’t stopped consumers; the company sold out of its many months’ supply within a few weeks of launching, Lewis says, and has already received $6.5 million in seed ­funding. —Jasmine Aguilera

Buy now: Magic Spoon cereal

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