潜水简介：
- Magic Spoon是更好的谷物的制造商在B系列筹资回合中筹集了8500万美元。High Post Capital是主要投资者。几家投资公司以及包括音乐家Shakira和Nas，喜剧演员艾米·舒默（Amy Schumer）以及运动员罗素·威斯布鲁克（Russell Westbrook）和小奥德尔·贝克汉姆（Odell Beckham Jr.
- The brand, which first launched in 2019 as 100% direct-to-consumer, also announced its national retail launch at Target, which will stock three of its best-selling flavors: Fruity, Cocoa and Peanut Butter. Magic Spoon plans to roll out to additional retailers throughout the rest of this year.
- Magic Spoon said it will use the funding on brand building and product innovation. The cash infusion sets the stage for an aggressive retail rollout at a time when consumers are重新发现早餐and competition is growing for their attention.
Dive Insight:
With 13 to 14 grams of protein and only 4 grams of carbs per serving, and free of added sugar, gluten, grains, soy and artificial ingredients, Magic Spoon does not necessarily sound like a fun time. But the brand has established its success thanks to its whimsical packaging and flavors like Blueberry Muffin, Cookies & Cream and Maple Waffle that make its millennial fan base feel like they can eat healthier while being reminded of childhood cereal favorites.
该公司称，在过去的三年中，魔术汤匙通过其谷物吸引了超过100万个客户。在2月，该品牌引入了一条线限量版杆也具有高蛋白质，低糖和碳水化合物含量，以及无麸质且无谷物。据该公司称，他们很快就卖光了。Magic Spoon计划在本月将谷物酒吧的一部分成为其永久阵容的一部分。
It’s quite the fast path to success for Magic Spoon, which纯粹是DTC品牌aimed at reinventing cereal only a few years ago, and with vague ambitions of a retail presence. Gabi Lewis and Greg Sewitz创立了魔术汤匙to compete against the big three cereal makers — Kellogg, General Mills and Post Holdings — and disrupt what they described as a “stale yet massive category.”
“When you look at the products that they are all putting out, pretty much everything in that cereal aisle today is high sugar, high carbs and full of junk, which is counter to every consumer trend we’re seeing,”刘易斯在2018年告诉NOSH。
当他们继续淘汰更多的放纵票价，大型谷物制造商也一直在追求更好的早餐趋势。凯洛格有重新命名并投资于喀什为了追求Z世代和千禧一代消费者，其清洁标签的RX品牌具有扩展成谷物andbreakfast bars。General Mills has honed in on innovation with像早晨峰会这样的品牌and好的益生菌谷物。
Then there are otherscrappy startups like Three Wishes，也是于2019年推出, and has a focus on high-protein, low-sugar and grain-free cereal options in a similar range of fun flavors. Unlike Magic Spoon, Three Wishes began with a brick-and-mortar retail model, and todayis stocked atWhole Foods Market, Wegmans, Sprouts Farmers Market and Erewhon, although it is also建立其电子商务存在。
对于Magic Spoon来说，这场最新的大规模筹款回合将使其总增长到近1亿美元，根据Crunchbase。这笔钱对于帮助它在竞争中领先一步并满足不断发展的消费者需求将是至关重要的。
