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不用谷物生产麦片,这家公司是如何做到的?

不用谷物生产麦片,这家公司是如何做到的?

Shannon Fitzgerald 2021年06月06日
Magic Spoon麦片不是真正的“谷物食品”,因为它不含谷物。

在我小时候,家里人对甜麦片深恶痛绝,我也完全接受了他们的看法,要是母亲给我做一碗Trix麦片,会比她给我倒一杯苏格兰威士忌更让我感到吃惊。问题是,周六早上播动画片时的广告,让儿童麦片显得极有吸引力,这让我念念不忘。我也因此会跑到一个喜欢炫耀的邻居男孩家的厨房里,他想向你证明,他家有你能想到的各种甜麦片,甚至包括我最想品尝的、包装盒上有个令人着魔的小精灵的那一种。但是,当他爬上柜台取下一盒Lucky Charms时,我突然感到一种强烈的负罪感,因而我从后门跑了出去,沿着街道跑回自己家。

如果Magic Spoon在1980年代就存在,那会带来极大的改变。

你可能在你的Facebook信息流上看到过Magic Spoon的广告,或者最近听过它赞助的播客节目,或者看到你在Instagram上关注的人晒出Magic Spoon带有流行艺术图形的彩色盒子。Magic Spoon是一种“生酮友好型”的低碳水化合物麦片,针对成年人重新设计了一种儿童主食,包装盒背面满是搜索词和填词游戏。它的目标受众是千禧一代,他们可用麦片食用量来衡量成长曲线,但作为成年人,他们会更加注意糖的摄入量。

Magic Spoon的逻辑在于,你不必放弃食用麦片,也不必改吃健康的高纤维成人麦片(似乎需要大量的咀嚼),而是可以吃一种味道近似于杂货店货架上的Frosted Flakes、Cinnamon Toast Crunches和Froot Loops的高蛋白低糖麦片。也许更值得称道的是,该款谷物食品甚至不是真正的“谷物食品”,因为它不含谷物。

该公司的两位联合创始人加比·刘易斯和格雷格·苏维茨十年前在布朗大学相识,他们最初面临的最大挑战是,开发的产品既要达到他们设定的营养目标,又要足够脆、味道好——不仅仅是好,而是要真的很好。据苏维茨估计,他们前前后后至少开发了20个版本,才形成基本配方。配方形状类似于Cheerio早餐麦片,采用乳品蛋白、木薯淀粉和菊苣菊粉来增加松脆感,并使用天然甜味剂混合物(罗汉果和阿卢糖)和其他天然香料来增加味道。

最终的成品是,一份Magic Spoon含有13至14克的蛋白质,不含糖(另含4种净碳水化合物,专为关注这类指标的人设计),而超市里的麦片产品大多数含有3克或更少的蛋白质,约12克糖(以及约30种净碳水化合物)。Magic Spoon提供糖霜、蓝莓等六种常规口味选择以及一到两种季节性口味,如生日蛋糕味或桃子味以及奶油味。消费者可在网上购买最受欢迎的四种口味的组合包或自选捆绑包,通过后一种选择我品尝到肉桂、可可、水果和花生酱口味。

Magic Spoon尝起来和吃起来与大众市场的甜麦片完全一样吗?不,不完全一样,口感略有不同。感觉就像习惯于吃蛋白棒或有着熟悉味道的奶昔,你会注意到其中的细微差别,然后慢慢习惯,最终可能会变得更喜欢后者。口感上也是如此,我说它会略微粘在你的臼齿后面,并不是说这会让人讨厌(苏维茨说,在开发过程中,他们试图在尽可能地提高蛋白质含量的同时避免带来太粘的口感,因为“这是蛋白质不可避免的一点”)。

我拿了一些Magic Spoon麦片给了我的朋友迈克尔·马库纳斯,他是一个以生酮饮食为主的旧金山人。他告诉我,他已经多年没有吃麦片当早餐了,但一碗可可味Magic Spoon是完美的甜点。他说,"每隔一段时间,我就需要吃点甜的东西,过一下口瘾。"他指出,对于Magic Spoon他很喜欢的一点是,它使用的是乳品蛋白而不是豌豆蛋白(苏维茨说,豌豆蛋白“豆腥味太浓了”,没什么人会在早餐或甜点中追求这种味道)。

碗中的蛋白棒

说到价格时,蛋白棒再次被拿出来类比。Magic Spoon在定价上也不同于杂货店的麦片产品,4盒的价格为39.99美元(不过它也不吝于提供促销码,给予每订单5美元的优惠,与其订阅价格相同)。然而,两位创始人说,他们的利润率并不比大型麦片公司高,二者的区别在于他们采购的是小批量的优质原料,Magic Spoon的价格约为每碗1.95美元,与一根蛋白棒相当。

事实上,刘易斯和苏维茨拥有做蛋白棒的经验——Magic Spoon并不是他们的第一款产品。还在读大学时,两人就对高蛋白饮食感兴趣,于是开始开发自己的蛋白棒,灵感来自于昆虫蛋白与动物蛋白相比具有极高的可持续性和效率的报道。具体来说,就是蟋蟀蛋白。他们在大学宿舍里的实验最终催生Exo,一款在网上和高端健身房等地方销售的蟋蟀蛋白棒。刘易斯和苏维茨的第一家创业公司(2018年卖给了Aspire食品集团)在他们开始开发Magic Spoon时带来了两点启发。

一点是他们希望自己的产品能够吸引普通大众。问题在于,你必须说服人们去吃蟋蟀(我完全同意。你必须非常努力地说服我去吃蟋蟀——这件事也必须能够为我带来很大的好处,而不仅仅是在我锻炼前给我带来能量提升)。“我们必须说服人们,这不仅是正常的,而且是令人向往的,很酷的。”刘易斯说道,“说服别人需要努力和时间,这一过程也需要耗费金钱。”

另一点启发是,他们知道,他们希望其下一个创业项目完全是直接面向消费者的,他们认为当你瞄准一个细分群体时,你能够将你的业务迅速发展起来。刘易斯和苏维茨在2019年4月推出Magic Spoon,最初的销售量超过了他们的预期,第一批产品在几周内就销售一空。没多久便能发现,他们在开发生酮饮食者或千禧一代以外的市场。“我们不希望Magic Spoon仅仅被看作是'生酮麦片',”刘易斯表示,“我们希望它能触及关心健康饮食的大众。”

到公司成立两周年的时候,他们在曼哈顿的办公室已经发展到21人,他们在美国各地的多个地方生产麦片。这两位企业家不愿披露具体的销售数字,但透露道,他们仅在去年就实现了三位数的增长率,“并且仍在继续超越我们最积极的销售预测”。

在早期的550万美元种子轮融资之后,这家线上蛋白质麦片公司在去年11月又完成了一轮规模900万美元的风险融资,吸引了制片人里克·鲁宾等多位个人投资者,其中Allbirds的乔伊·兹维林格、Harry’s的杰弗里·雷德和Warby Parker的创始人等DTC(直面消费者)先驱的参投更是充分彰显了外界对该公司的看好。

Magic Spoon目前采取纯线上模式,这意味着他们能够非常精确地进行定向品牌营销,同时也能够获取大量关于其不断扩大的顾客群的信息,并针对顾客的反馈做出快速反应。通过网红、播客和社交媒体(如TikTok和Instagram)进行营销,可以接触到千禧一代的细分群体以及其他群体(生酮饮食信徒、健身妈妈、线上详细分享自己的举重和饮食计划的健身迷等)。通过促销码和其他反馈,Magic Spoon能知道他们接触到了谁,具体是通过哪个渠道接触的。

苏维茨和刘易斯说道,一开始他们很惊讶,他们的顾客群并没有他们想象的那么狭窄。“我们所覆盖的顾客范围之广令人难以置信,他们购买Magic Spoon的原因也非常广泛,”比如年长的顾客,医生建议他们摄入更多的蛋白质,也有的父母本来是买给自己的,结果他们的孩子也开始食用(迈克尔家就是这样)。因此,该公司正在试水更多的传统媒体推广渠道,于5月6日推出了第一个电台广告,因为并不是每个人都听Pod Save America,也不是每个人都看到格莱美得主Questlove在Magic Spoon推出后所发出的Instagram(非赞助)帖子:

等等,等等,等等!!!!!这款麦片几乎不含碳水化合物,含量只有3%!!!????? @magicspooncereal现在就带我去见你们的领导!(另外,糖含量是多少?如果低于10%,我会在早上给你们送去一枚祖母绿切割的黄色金丝雀H级戒指)*

(与其他人一样,苏维茨和刘易斯也对Questlove的这般热情感到十分惊讶,事前并不知道他购买了Magic Spoon。但这创造了一个完美的契机,Questlove现在已成为该公司的投资者)。

超级用户

Magic Spoon提供订阅服务,但他们并没有给用户推送信息——出于对人们的“订阅疲劳”的考虑——而是密切关注他们的回头客,这一群体贡献了“很大一部分的”订单。他们密切关注超级用户,即购买了50或100盒Magic Spoon以上的顾客,并跟踪顾客的想法和反馈——自选捆绑包选项就是这么来的。Magic Spoon每月都会推出新的限量版季节性口味,且保留一份新口味创意的总清单,上面包含顾客提出的每一个创意(如枫叶培根味)。

我问了两位创始人,他们最喜欢Magic Spoon的哪种口味。苏维茨喜欢水果味,刘易斯则说喜欢把可可味和花生酱味混在一起吃。我已经忘记了将一种以上的麦片混合到一个定制的碗里会带来的那种乐趣。

读者们,我试着把可可味和花生酱味混合在一起,我觉得吃起来相当奇妙。(财富中文网)

译者:万志文

在我小时候,家里人对甜麦片深恶痛绝,我也完全接受了他们的看法,要是母亲给我做一碗Trix麦片,会比她给我倒一杯苏格兰威士忌更让我感到吃惊。问题是,周六早上播动画片时的广告,让儿童麦片显得极有吸引力,这让我念念不忘。我也因此会跑到一个喜欢炫耀的邻居男孩家的厨房里,他想向你证明,他家有你能想到的各种甜麦片,甚至包括我最想品尝的、包装盒上有个令人着魔的小精灵的那一种。但是,当他爬上柜台取下一盒Lucky Charms时,我突然感到一种强烈的负罪感,因而我从后门跑了出去,沿着街道跑回自己家。

如果Magic Spoon在1980年代就存在,那会带来极大的改变。

你可能在你的Facebook信息流上看到过Magic Spoon的广告,或者最近听过它赞助的播客节目,或者看到你在Instagram上关注的人晒出Magic Spoon带有流行艺术图形的彩色盒子。Magic Spoon是一种“生酮友好型”的低碳水化合物麦片,针对成年人重新设计了一种儿童主食,包装盒背面满是搜索词和填词游戏。它的目标受众是千禧一代,他们可用麦片食用量来衡量成长曲线,但作为成年人,他们会更加注意糖的摄入量。

Magic Spoon的逻辑在于,你不必放弃食用麦片,也不必改吃健康的高纤维成人麦片(似乎需要大量的咀嚼),而是可以吃一种味道近似于杂货店货架上的Frosted Flakes、Cinnamon Toast Crunches和Froot Loops的高蛋白低糖麦片。也许更值得称道的是,该款谷物食品甚至不是真正的“谷物食品”,因为它不含谷物。

该公司的两位联合创始人加比·刘易斯和格雷格·苏维茨十年前在布朗大学相识,他们最初面临的最大挑战是,开发的产品既要达到他们设定的营养目标,又要足够脆、味道好——不仅仅是好,而是要真的很好。据苏维茨估计,他们前前后后至少开发了20个版本,才形成基本配方。配方形状类似于Cheerio早餐麦片,采用乳品蛋白、木薯淀粉和菊苣菊粉来增加松脆感,并使用天然甜味剂混合物(罗汉果和阿卢糖)和其他天然香料来增加味道。

最终的成品是,一份Magic Spoon含有13至14克的蛋白质,不含糖(另含4种净碳水化合物,专为关注这类指标的人设计),而超市里的麦片产品大多数含有3克或更少的蛋白质,约12克糖(以及约30种净碳水化合物)。Magic Spoon提供糖霜、蓝莓等六种常规口味选择以及一到两种季节性口味,如生日蛋糕味或桃子味以及奶油味。消费者可在网上购买最受欢迎的四种口味的组合包或自选捆绑包,通过后一种选择我品尝到肉桂、可可、水果和花生酱口味。

Magic Spoon尝起来和吃起来与大众市场的甜麦片完全一样吗?不,不完全一样,口感略有不同。感觉就像习惯于吃蛋白棒或有着熟悉味道的奶昔,你会注意到其中的细微差别,然后慢慢习惯,最终可能会变得更喜欢后者。口感上也是如此,我说它会略微粘在你的臼齿后面,并不是说这会让人讨厌(苏维茨说,在开发过程中,他们试图在尽可能地提高蛋白质含量的同时避免带来太粘的口感,因为“这是蛋白质不可避免的一点”)。

我拿了一些Magic Spoon麦片给了我的朋友迈克尔·马库纳斯,他是一个以生酮饮食为主的旧金山人。他告诉我,他已经多年没有吃麦片当早餐了,但一碗可可味Magic Spoon是完美的甜点。他说,"每隔一段时间,我就需要吃点甜的东西,过一下口瘾。"他指出,对于Magic Spoon他很喜欢的一点是,它使用的是乳品蛋白而不是豌豆蛋白(苏维茨说,豌豆蛋白“豆腥味太浓了”,没什么人会在早餐或甜点中追求这种味道)。

碗中的蛋白棒

说到价格时,蛋白棒再次被拿出来类比。Magic Spoon在定价上也不同于杂货店的麦片产品,4盒的价格为39.99美元(不过它也不吝于提供促销码,给予每订单5美元的优惠,与其订阅价格相同)。然而,两位创始人说,他们的利润率并不比大型麦片公司高,二者的区别在于他们采购的是小批量的优质原料,Magic Spoon的价格约为每碗1.95美元,与一根蛋白棒相当。

事实上,刘易斯和苏维茨拥有做蛋白棒的经验——Magic Spoon并不是他们的第一款产品。还在读大学时,两人就对高蛋白饮食感兴趣,于是开始开发自己的蛋白棒,灵感来自于昆虫蛋白与动物蛋白相比具有极高的可持续性和效率的报道。具体来说,就是蟋蟀蛋白。他们在大学宿舍里的实验最终催生Exo,一款在网上和高端健身房等地方销售的蟋蟀蛋白棒。刘易斯和苏维茨的第一家创业公司(2018年卖给了Aspire食品集团)在他们开始开发Magic Spoon时带来了两点启发。

一点是他们希望自己的产品能够吸引普通大众。问题在于,你必须说服人们去吃蟋蟀(我完全同意。你必须非常努力地说服我去吃蟋蟀——这件事也必须能够为我带来很大的好处,而不仅仅是在我锻炼前给我带来能量提升)。“我们必须说服人们,这不仅是正常的,而且是令人向往的,很酷的。”刘易斯说道,“说服别人需要努力和时间,这一过程也需要耗费金钱。”

另一点启发是,他们知道,他们希望其下一个创业项目完全是直接面向消费者的,他们认为当你瞄准一个细分群体时,你能够将你的业务迅速发展起来。刘易斯和苏维茨在2019年4月推出Magic Spoon,最初的销售量超过了他们的预期,第一批产品在几周内就销售一空。没多久便能发现,他们在开发生酮饮食者或千禧一代以外的市场。“我们不希望Magic Spoon仅仅被看作是'生酮麦片',”刘易斯表示,“我们希望它能触及关心健康饮食的大众。”

到公司成立两周年的时候,他们在曼哈顿的办公室已经发展到21人,他们在美国各地的多个地方生产麦片。这两位企业家不愿披露具体的销售数字,但透露道,他们仅在去年就实现了三位数的增长率,“并且仍在继续超越我们最积极的销售预测”。

在早期的550万美元种子轮融资之后,这家线上蛋白质麦片公司在去年11月又完成了一轮规模900万美元的风险融资,吸引了制片人里克·鲁宾等多位个人投资者,其中Allbirds的乔伊·兹维林格、Harry’s的杰弗里·雷德和Warby Parker的创始人等DTC(直面消费者)先驱的参投更是充分彰显了外界对该公司的看好。

Magic Spoon目前采取纯线上模式,这意味着他们能够非常精确地进行定向品牌营销,同时也能够获取大量关于其不断扩大的顾客群的信息,并针对顾客的反馈做出快速反应。通过网红、播客和社交媒体(如TikTok和Instagram)进行营销,可以接触到千禧一代的细分群体以及其他群体(生酮饮食信徒、健身妈妈、线上详细分享自己的举重和饮食计划的健身迷等)。通过促销码和其他反馈,Magic Spoon能知道他们接触到了谁,具体是通过哪个渠道接触的。

苏维茨和刘易斯说道,一开始他们很惊讶,他们的顾客群并没有他们想象的那么狭窄。“我们所覆盖的顾客范围之广令人难以置信,他们购买Magic Spoon的原因也非常广泛,”比如年长的顾客,医生建议他们摄入更多的蛋白质,也有的父母本来是买给自己的,结果他们的孩子也开始食用(迈克尔家就是这样)。因此,该公司正在试水更多的传统媒体推广渠道,于5月6日推出了第一个电台广告,因为并不是每个人都听Pod Save America,也不是每个人都看到格莱美得主Questlove在Magic Spoon推出后所发出的Instagram(非赞助)帖子:

等等,等等,等等!!!!!这款麦片几乎不含碳水化合物,含量只有3%!!!????? @magicspooncereal现在就带我去见你们的领导!(另外,糖含量是多少?如果低于10%,我会在早上给你们送去一枚祖母绿切割的黄色金丝雀H级戒指)*

(与其他人一样,苏维茨和刘易斯也对Questlove的这般热情感到十分惊讶,事前并不知道他购买了Magic Spoon。但这创造了一个完美的契机,Questlove现在已成为该公司的投资者)。

超级用户

Magic Spoon提供订阅服务,但他们并没有给用户推送信息——出于对人们的“订阅疲劳”的考虑——而是密切关注他们的回头客,这一群体贡献了“很大一部分的”订单。他们密切关注超级用户,即购买了50或100盒Magic Spoon以上的顾客,并跟踪顾客的想法和反馈——自选捆绑包选项就是这么来的。Magic Spoon每月都会推出新的限量版季节性口味,且保留一份新口味创意的总清单,上面包含顾客提出的每一个创意(如枫叶培根味)。

我问了两位创始人,他们最喜欢Magic Spoon的哪种口味。苏维茨喜欢水果味,刘易斯则说喜欢把可可味和花生酱味混在一起吃。我已经忘记了将一种以上的麦片混合到一个定制的碗里会带来的那种乐趣。

读者们,我试着把可可味和花生酱味混合在一起,我觉得吃起来相当奇妙。(财富中文网)

译者:万志文

When I was a kid, I had so internalized our household’s dogma of the evils of sugar cereal that I would be less surprised if my mother poured me a scotch than a bowl of Trix. The problem was the ads in between Saturday morning cartoons made kids cereal so appealing that it haunted me, which is how I found myself in the kitchen of a boastful neighbor boy who wanted to prove his family had every kind of sugar cereal you could think of, even the one I wanted to try the most with its bedeviling little leprechaun. But as he climbed up on the counter to pull down the box of Lucky Charms, I was seized with a pre-emptive guilt so strong that I ran out the back door and down the street to my own house.

What a game changer it would have been if Magic Spoon had existed in the 1980s.

You may have seen an ad for Magic Spoon in your Facebook feed or listened to a podcast recently for which it is a sponsor or seen someone you follow on Instagram displaying their colorful boxes with the pop art graphics. Magic Spoon is the “keto-friendly,” low-carb cereal, reimagining a childhood staple for adults, replete with word searches and mad libs on the back of the box. It targets millennials whose growth charts could be measured in bowls of cereal, but as adults pay more attention to their sugar intake.

Magic Spoon’s premise is that instead of giving up cereal or switching to the healthy high-in-fiber grown-up varieties (that seem to require an intense amount of chewing), you can eat a cereal that is high in protein, low in sugar and actually tastes remarkably similar to the Frosted Flakes and Cinnamon Toast Crunches and Froot Loops of the grocery aisle. Perhaps even more remarkable, this cereal is not even a true “cereal,” in the sense that it contains no grains.

Co-founders Gabi Lewis and Greg Sewitz, friends who met at Brown a decade ago, found their biggest initial challenge was developing a product that delivered the nutritional targets they’d set, was sufficiently crunchy and tasted good—not just good, but really good. Sewitz estimates they went through at least 20 versions before they hit upon their basic formula, shaped similar to a Cheerio, that uses dairy proteins, tapioca starch and chicory root inulin for crunch and a natural sweetener blend (monk fruit and allulose) and other natural flavors for, well, flavor.

The result is a serving of Magic Spoon contains 13 to 14 grams of protein and no sugar (and 4 net carbs, for people who pay attention to that sort of thing), compared with 3 grams or less of protein, around 12 grams of sugar (and about 30 net carbs) of most supermarket cereals. Magic Spoon offers six regular flavors, like Frosted and Blueberry, as well as one to two seasonal flavors, like Birthday Cake or Peaches and Cream, which are available for purchase online in a variety pack of their four most popular flavors or in a custom bundle, which is how I came to sample their Cinnamon, Cocoa, Fruity and Peanut Butter flavors.

Does Magic Spoon taste and eat exactly like mass market sugar cereals? No, not exactly and the texture is ever so slightly different. It’s like getting used to a protein bar or shake that mimics a familiar flavor, where you notice the slight difference, then grow accustomed to and maybe eventually prefer the variant. The same goes for texture and when I say that it sticks slightly in the back of your molars, I mean it in a way that is not unpleasant (Sewitz said in development, they were trying to get the highest amount of protein without being too sticky because “that’s just an unavoidable fact of protein.”)

I gave some of the cereal to my friend Michael Makunas, a San Franciscan who eats a mostly keto diet and told me while it’s been years since he’s eaten cereal for breakfast, a bowl of the cocoa Magic Spoon was the perfect dessert. “Every once in a while I need something sweet and it will scratch an itch,” he said, noting that he appreciated Magic Spoon’s use of dairy proteins instead of pea protein (Sewitz said pea protein’s flavor is “too bean-y,” an attribute few are seeking for breakfast or dessert).

Protein bar in a bowl

The protein bar analogy pops up again when it comes to price. Magic Spoon distinguishes itself again from the grocery store aisle at $39.99 for 4 boxes of cereal (though there is no shortage of promo codes for $5 off the order, same as the subscription rate). However, the founders say their margins are no higher than the big cereal companies, the difference is they are sourcing smaller-batched premium ingredients and that Magic Spoon works out to about $1.95 per bowl, which is comparable to...a protein bar.

And, in fact, Lewis and Sewitz have some experience when it comes to protein bars—Magic Spoon isn’t their first rodeo. While still in college and becoming interested in higher protein diets, they began developing their own protein bar, inspired by reports that insect proteins were extremely sustainable and efficient when compared to animal proteins. Specifically, crickets. Their dorm room experiments eventually became Exo, the cricket protein bar that was sold online and in places like higher-end gyms. Their first start-up (which they sold to Aspire Food Group in 2018) helped inform two things when Lewis and Sewitz started developing Magic Spoon.

One was they wanted their product to be appealing to the general population. The thing is, you have to persuade people to eat crickets (I am in full agreement. You would have to work very hard to persuade me to eat crickets—and it would have to be for much higher stakes than as a boost of energy before my workout). “We had to convince them it was not only normal, but aspirational or cool,” Lewis said, and “convincing someone takes work and time, which costs money.”

And secondly, they knew they wanted their next start-up to be entirely direct-to-consumer with the view that you can grow a business quickly when targeting a niche group. Launching Magic Spoon in April 2019, initial sales surpassed Lewis and Sewitz’s expectations and they sold out their first production within weeks. It soon became clear they were tapping into other markets beyond keto followers or millennials. “We don’t want Magic Spoon to be viewed as ‘the keto cereal,’” Lewis said. “We want it to speak to people who care about health in general.”

By the company’s second birthday, their Manhattan office has grown to a headcount of 21 and they are producing the cereal from multiple sites around the U.S. The two entrepreneurs are keeping a tight lid on sales figures, but will share they’ve had a triple digit growth rate in just the last year alone “and are continuing to beat even our most aggressive sales projections.”

After an early $5.5 million seed round, the online protein cereal company closed another $9 million of venture funding in November and counts as individual investors producer Rick Rubin and, in the ultimate sign of confidence from a few DTC pioneers, Joey Zwillinger of Allbirds, Jeffrey Raider of Harry’s, and the founders of Warby Parker.

And Magic Spoon’s “very much online” current model means they can be very precise about who they are pushing the brand out to, while taking in an incredible amount of information about their broadening customer base and responding quickly to their feedback. Marketing via online influencers, podcasts, and social media like TikTok and Instagram reaches into the subgroups of millennials and beyond (keto adherents, workout mommies, gym rats who detail their lifting and eating regimens to followers, etc). Through the promo codes and other feedback, Magic Spoon knows who they reached and through which channel.

Sewitz and Lewis said they were initially surprised that their customer base was less narrow than they had imagined, “we have an incredibly broad range of customers who are purchasing it for an incredibly broad range of reasons,” like older customers whose doctor recommends getting more protein or parents who bought it for themselves and the kids started eating it (as was the case at Michael’s house). As such, the company is dipping its toe into more traditional media channels, launching its first radio ad on May 6, because not everyone listens to Pod Save America or saw Questlove’s (not sponsored) post on Instagram just after Magic Spoon launched:

HOL UP HOL UP HOL UP!!!!! You trine tell me this cereal is damn near CARBLESS at 3 percent!!!????? @magicspooncereal take me to your leader NOOOOOOOOW! (Also what’s the sugar content? If under 10% I’ll be sending y’all an emerald cut yellow canary H class ring in the morning)*

(Sewitz and Lewis were as surprised as anyone at Questlove’s enthusiasm, having no idea he’d purchased any Magic Spoon. But it was the perfect ice breaker and Questlove is now an investor.)

Super users

While Magic Spoon offers a subscription, they don’t push it—mindful of “subscription fatigue”—but pay close attention to their returning customers, “a pretty meaningful portion” of their orders. They keep an eye on their Super Users, customers who have bought 50+ or 100+ boxes, and keep track of customer ideas and feedback—which is how the custom bundle option came about. Magic Spoon releases new limited edition and seasonal flavors every month and keeps a master list of new flavor ideas, including every single write-in idea (like Maple Bacon) from customers.

I asked the founders what flavor of Magic Spoon they like the most. Sewitz enjoys the fruity flavor, while Lewis said he likes to combine cocoa and peanut butter. I had forgotten about the particular pleasure of combining more than one cereal into a custom bowl.

Reader, I tried cocoa and peanut butter together and it was, I daresay, pretty magical.

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