Magic Spoon works to make BFY breakfasts, snacks fun
The producer started with high-protein cereals but has since expanded to other treats.
It wasn’t very long ago that consumers had a choice when picking cereals—put a box of colorful, high-sugar nuggets into the shopping cart; or select a high-protein, lower-sugar BFY item that wasn’t nearly as much fun. Now, producer Magic Spoon is working to give shoppers cereals that combine healthful benefits with nostalgic pleasure. To learn more, we spoke with Gabi Lewis, co-founder of Magic Spoon.
Jenni Spinner: Could you please tell us a bit about how Magic Spoon got started?
Gabi Lewis: Magic Spoon started from a pretty simple idea. I grew up loving cereal, but as I got older, I stopped eating it once I realized how much sugar was in it. I tried switching to ‘healthier’ breakfasts, but they all felt boring and joyless compared to the cereals I loved as a kid.
Around that time, I started wondering why cereal hadn’t been reimagined the way so many other food categories had. We set out to recreate those classic childhood cereals with better ingredients and better nutrition, without sacrificing taste. That’s how Magic Spoon was born: a high-protein, low-carb, zero-sugar cereal that delivers the same fun and nostalgia, just made for how we eat today.
JS: Cereals are maybe what folks might know you best for, but that’s not all you’ve got going on. Please share an overview of your products.
GL: Cereal is where we started, and it’s still at the core of the brand. We offer a range of nostalgic, flavor-forward cereals that are high in protein, low in carbs, and made with zero sugar.
From there, we’ve expanded into new formats that let people enjoy those same flavors in different ways, including granola, treats, and most recently, protein pastries. Everything we make is about reimagining familiar breakfast favorites with better ingredients—without losing what makes them fun.
JS: Your latest treat is toaster pastries—please tell us about those new goodies.
GL: Our protein pastries are a soft-baked, on-the-go breakfast with 11 g of protein, 6 g of fiber, and just 2 g of added sugar. They come in Frosted Strawberry, Cinnamon Brown Sugar, and S’mores.
Breakfast pastries are one of the most nostalgic categories out there, but they haven’t seen much innovation. We saw an opportunity to reimagine a classic the Magic Spoon way, leading with great taste, while thoughtfully building in protein and fiber to make it more satisfying.
JS: Tell us about your Marshmallow cereal—ingredients, taste, and who it’s for.
GL: Marshmallow was by far our most requested flavor, which tells you how powerful nostalgia is. It’s a crunchy cereal with real marshmallows that tastes just like the classics, but with 12 g of protein and only 3 g of sugar per serving.
We offer it in Classic Marshmallow and S’mores. It’s for anyone who wants something playful and indulgent, especially adults who grew up on those flavors, but doesn’t want the sugar crash that usually comes with it.
Courtesy of Magic SpoonJS: You’ve been putting out lower-sugar, higher-protein, better-for-you treats for a few years. Could you talk about the growing consumer interest in foods that are healthier—but still feel like a treat?
GL: Over the past few years, we’ve seen a clear shift in consumer priorities. People want foods that taste great but also align with their health goals. There’s growing demand for options that are lower in sugar, higher in protein, and now higher in fiber—but still feel indulgent.
At Magic Spoon, that’s always been our focus. We believe you shouldn’t have to choose between nostalgia and nutrition. It’s exciting to see more consumers embracing that mindset, and we think this balance of fun and function is only going to become more important.
JS: What’s next for Magic Spoon?
GL: We’re focused on continuing to grow both our product lineup and our retail footprint. We’ve expanded beyond cereal into new formats, and we’ll keep building on that foundation.
On the retail side, we’ve evolved from a direct-to-consumer brand to being available nationwide at major retailers just as Target, Walmart, and Costco, among others, making it easier for more people to find Magic Spoon wherever they shop. Looking ahead, we’re excited to keep reimagining breakfast and snacking, bringing familiar formats into new categories while staying true to our mission of making fun, flavor-first food that fits modern lifestyles.
JS: Do you have a favorite product?
GL: Cocoa cereal is still my favorite. It was one of our earliest flavors, and it really captures what Magic Spoon is all about, a rich, nostalgic flavor with high protein and low sugar, without feeling like a compromise.
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