Magic Spoon
Magic Spoon is a Brooklyn-based DTC food company (founded 2019) that sells high-protein, low-sugar, keto-friendly, and gluten-free cereal, granola, oatmeal, treats, and pastries to health-conscious adult consumers via its Shopify site, national retail chains, and TikTok Shop.
- Company typePrivate
- Founded2019
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Magic Spoon does
Magic Spoon is a Brooklyn-based, venture-backed direct-to-consumer food company founded in 2019 that designs, markets, and distributes high-protein, low-sugar, keto-friendly, and gluten-free versions of nostalgic breakfast and snack foods. Its product platform spans five categories — Original Protein Cereal, Protein + Fiber Cereal, Protein Oatmeal, Protein Granola, Cereal Treats, and Protein Pastries — formulated to deliver 11-15g complete protein per serving with 0-3g sugar and 4-5g net carbs, serving health-conscious adults, keto and low-carb dieters, and gluten-sensitive consumers who want cereal-style foods without compromising on macronutrient profile or taste. The company monetizes through a premium DTC subscription and one-time-purchase model on its Shopify 2.0 storefront (with a Build Your Own Bundle configurator and Subscribe & Save 20% discount at 14/30/45/60-day cadences) alongside wholesale distribution at Whole Foods, Target, Costco, Walmart, Kroger, and Sprouts, supplemented by a seven-figure TikTok Shop social commerce channel.
The operating stack is a standard premium-DTC CPG configuration rather than a proprietary technology platform: Shopify 2.0 powers the storefront with Klaviyo for email/SMS lifecycle marketing and Rebuy for personalized recommendations, while accessibility remediation is handled via TestParty. Conversion optimization is data-driven, with documented A/B testing delivering a 29% lift in subscription opt-ins and 9% lift in sitewide conversion. The brand has accumulated 80,000+ verified five-star reviews and is incorporated in Delaware as Magic Spoon Inc., having raised approximately $120 million across three funding rounds between 2019 and 2022 led by Lightspeed Venture Partners and HighPost Capital.
Magic Spoon firmographics
Firmographics- Name
- Magic Spoon
- Legal name
- Magic Spoon Inc.
- Website
- https://magicspoon.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Magic Spoon is a Brooklyn-based DTC food company (founded 2019) that sells high-protein, low-sugar, keto-friendly, and gluten-free cereal, granola, oatmeal, treats, and pastries to health-conscious adult consumers via its Shopify site, national retail chains, and TikTok Shop.
- Ownership category
- akta.pro rank
Magic Spoon industry classification
Industry- Product category
- Better-for-you breakfast cereal and snacks
- NAICS
- Breakfast Cereal Manufacturing (31123), Bakeries and Tortilla Manufacturing (3118)
- SIC
- Food And Kindred Products (2000), Bakery Products (2050)
- akta.pro primary industry
- Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)
- akta.pro secondary industries
- Health/Protein Snack Bars Manufacturing (AFAKAIAN), Grain-Based Breakfast & Nutrition Bars Manufacturing (cereal bars, granola bars) (AFAKABAI)
Keywords
Where Magic Spoon is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Magic Spoon business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct-to-Consumer E-commerce: Primary revenue stream through magicspoon.com website with product sales across cereal, granola, treats, pastries, and oatmeal categories. Offers one-time purchases and subscription plans with 20% discount.
- Retail/Wholesale Distribution: Products sold through major retail chains including Whole Foods, Target, Costco, Walmart, Kroger, and Sprouts nationwide.
- Subscription Revenue: Subscription model offering 20% savings, free bowl set for first order, VIP access to limited-edition launches, and ability to change flavors anytime. Delivered every 14, 30, 45, or 60 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cereal Variety 6-Pack |
| Unit Pricing | Monthly | Custom Mixed Bundle 6-Box |
| Unit Pricing | Pay-as-you-go | Treats Variety Pack |
| Unit Pricing | Monthly | Granola Variety 6-Pack |
| Unit Pricing | Monthly | Custom Mixed Bundle 8-Box |
| Unit Pricing | Pay-as-you-go | Discovery Kit |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
Magic Spoon product offering
Product offeringCore offering
Magic Spoon manufactures and sells a line of high-protein (11-14g per serving), low-sugar (0-2g), keto-friendly, gluten-free, and grain-free cereal, granola, treats, pastries, and oatmeal products designed to reimagine nostalgic childhood breakfast favorites. Products are sold through the company's own Shopify e-commerce site (with Build-Your-Own Bundles and Subscribe & Save subscriptions) and distributed nationwide through Whole Foods, Target, Costco, Walmart, Kroger, and Sprouts, as well as via TikTok Shop.
Product overview
Magic Spoon is a direct-to-consumer health food brand specializing in high-protein, keto-friendly, gluten-free, and grain-free breakfast products. The product portfolio centers on reimagined childhood breakfast favorites, comprising five core product lines: (1) Original Protein Cereal and Protein + Fiber Cereal in 10+ flavors, (2) Protein Oatmeal launched in 2024-2025 with 3 flavors, (3) Protein Granola launched January 2025 with 4 flavors, (4) Cereal Treats (on-the-go snack bars) in 8 flavors, and (5) Protein Pastries launched in 2025 with 3 flavors. All products share the positioning of high protein (11-14g per serving), very low sugar (0-3g), and keto/gluten/grain-free formulations. The company offers subscription bundles through its Shopify e-commerce platform, with customers able to build custom mixed boxes of 4, 6, or 8 products across all categories. Products are available both direct-to-consumer and in major retail chains including Whole Foods, Target, Costco, Walmart, and Kroger.
Differentiator
Problem solved
Functional benefit
Products and services
- Original Protein Cereal High-protein, keto-friendly cereal with 0g sugar containing 12-14g complete protein per serving. Available in 10+ flavors including Cocoa, Fruity, Peanut Butter, Blueberry Muffin, Birthday Cake, Maple Waffle, Frosted, Honey Nut, S'mores, and Choco Chip Cookie. Targets adults seeking nostalgic childhood cereal flavors with modern nutritional profiles.
- Protein + Fiber Cereal High-protein cereal with added fiber content compared to the original line, containing 12-14g complete protein per serving. Available in Cinnamon Crunch Fiber and Cocoa Fiber flavors. Targets consumers seeking both elevated protein and higher fiber intake from their breakfast cereal.
- Protein Oatmeal High-protein oatmeal containing 15g protein and 1g sugar per serving. Available in Variety 6-Pack, Maple Brown Sugar, and Apple Cinnamon flavors. Extends Magic Spoon's high-protein, low-sugar positioning from cold cereal into the hot breakfast oatmeal format.
- Protein Granola High-protein granola containing 13-14g complete protein, 7-8g fiber, and 0g added sugar per serving, made with nuts, seeds, and natural ingredients. Available in Honey Almond, Peanut Butter, Mixed Berry, and Dark Chocolate Almond flavors. Launched January 2025 to expand Magic Spoon beyond cold cereal into the better-for-you granola category.
- Cereal Treats On-the-go protein snack bars made from Magic Spoon cereal, containing 11-12g protein per serving with 1-2g added sugars and no artificial ingredients. Available in 8 flavors including Marshmallow, Double Chocolate, Chocolate PB, Blueberry Muffin, S'mores, Salted Caramel, Strawberry Milkshake, and Birthday Cake. Targets consumers seeking portable high-protein snacks.
- Protein Pastries High-protein toaster pastries launched in 2025, each containing 11g protein, 3g sugar, and 6g fiber, with 80% less sugar than leading toaster pastry competitors. Available in Frosted Strawberry, Cinnamon Brown Sugar, and S'mores flavors. Reimagines the Pop-Tart-style breakfast pastry in a keto- and gluten-free format.
- Custom Mixed Bundle (Build Your Own) Configurable bundle allowing customers to mix and match products across cereal, treats, granola, and pastries categories in a single order. Available in 4, 6, or 8 box configurations at $54 for 6 boxes and $69 for 8 boxes, with Subscribe & Save 20% savings and a free bowl set with first subscription order.
- Discovery Kit Starter bundle for new customers featuring 2 cereals, 2 treats, and 2 granola variety pack products to sample the full Magic Spoon range. Priced at $54 as a one-time purchase introduction offering.
Quantifiable outcome
- 29% lift in subscription opt-ins through A/B testing optimization on Shopify
- +3 more outcomes
Companies that use Magic Spoon
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Magic Spoon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Magic Spoon partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Magic Spoon competitors and assessment
Company assessmentDirect peers
- Catalina Crunch: Direct-to-consumer low-carb, keto-friendly cereal brand with similar high-protein, zero-sugar positioning aimed at health-conscious adult consumers. Closely aligned on product format, target buyer, and DTC subscription model.
- Three Wishes: Better-for-you cereal brand offering low-sugar, grain-free, protein-enriched cereals through DTC and retail. Competes head-to-head with Magic Spoon on taste-driven healthier-cereal positioning and similar flavor-extension strategies.
- Surreal Cereal: UK-based low-sugar, high-protein cereal brand that reimagines childhood cereal classics. Comparable product concept (nostalgic flavors, better nutrition profile) and similar DTC-plus-retail go-to-market motion.
- OffLimits Cereal: DTC-first better-for-you cereal brand with playful flavors and a nostalgic positioning. Competes for the same adult cereal consumer seeking indulgent yet healthier options.
- Purely Elizabeth: Better-for-you granola and oatmeal brand sold via DTC and natural-foods retail. Directly comparable on Magic Spoon's granola and oatmeal product lines with overlapping health-conscious positioning.
Emerging players
- Seven Sundays: Real-food muesli and granola brand with a similar whole-ingredient, low-sugar value proposition. Overlaps with Magic Spoon's granola and oatmeal lines and the same natural/grocery retail channel.
- RXBAR: High-protein, clean-ingredient snack bar brand (now owned by Mars) with comparable health-forward positioning and DTC-plus-mass-retail distribution. Comparable on protein-per-serving value proposition and target consumer.
Broad incumbents
- Kellogg's (Kellanova): Legacy cereal incumbent (Special K, Frosted Flakes, Froot Loops) now expanding into high-protein, lower-sugar lines. Operates the same end-category with vastly superior distribution and trade spend.
- General Mills: Major cereal incumbent (Cheerios, Cinnamon Toast Crunch, Lucky Charms) and parent of Annie's, actively pursuing protein-fortified SKUs. Competes in the same aisle with substantially larger marketing and shelf-share leverage.
- Post Holdings: Cereal portfolio owner (Honey Bunches of Oats, Grape-Nuts, Malt-O-Meal) with growing better-for-you offerings. Same end-category incumbent competing for the same shelf space and consumer occasion.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Magic Spoon social profiles
Digital presenceMagic Spoon compliance and trust
Trust signalCompliance3 records
Magic Spoon financial estimates
Financial estimateRevenue estimate
Valuation estimate
Magic Spoon leadership team
Management profileNumber of profiles
Profiles3 records
Magic Spoon funding detail
Funding detailFunding overview
Funding rounds3 records
Investors15 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Magic Spoon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Magic Spoon
What does Magic Spoon do?
Magic Spoon manufactures and sells a line of high-protein (11-14g per serving), low-sugar (0-2g), keto-friendly, gluten-free, and grain-free cereal, granola, treats, pastries, and oatmeal products designed to reimagine nostalgic childhood breakfast favorites. Products are sold through the company's own Shopify e-commerce site (with Build-Your-Own Bundles and Subscribe & Save subscriptions) and distributed nationwide through Whole Foods, Target, Costco, Walmart, Kroger, and Sprouts, as well as via TikTok Shop.
Is Magic Spoon a public or private company?
Magic Spoon is a private company. It is classified as venture growth investor backed and is currently operating.
When was Magic Spoon founded?
Magic Spoon was founded in 2019. It employs 11 to 50 people.
Where is Magic Spoon based?
Magic Spoon is headquartered in Brooklyn, United States, in the North America region.
How does Magic Spoon make money?
Three revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are retail/Wholesale Distribution and subscription Revenue.
Who are Magic Spoon's main competitors?
Direct peers on record are Catalina Crunch, Three Wishes, Surreal Cereal, OffLimits Cereal and Purely Elizabeth. Emerging players are Seven Sundays and RXBAR. Broad incumbents are Kellogg's (Kellanova), General Mills and Post Holdings.
Does Magic Spoon have an API?
No public API is recorded for Magic Spoon.
What industry is Magic Spoon in?
Magic Spoon's product category is Better-for-you breakfast cereal and snacks. Its primary akta.pro industry code is CRADAAAE, Breakfast Foods & Cereals (Cereal, Granola, Oatmeal), with a secondary code of AFAKAIAN, Health/Protein Snack Bars Manufacturing. Its NAICS code is 31123 and its SIC code is 2000.