Spoon Cereals has struck a brand licensing deal with Myprotein to develop and manufacture cereals under the sports nutrition label. Three granolas, Peanut Butter & Chocolate, Apple & Cinnamon, and Coconut & Cashew, launch direct-to-consumer on Myprotein's site in October, with retail listings following in November at £4.25 for 350g.
Join European founders, operators, and investors who read The Checkout every week.
The tie-up rides demand for higher-protein, gut-friendly breakfasts, and the companies expect it to generate more than £35m in retail sales over the coming years. Further formats are in development, with at least one to be made using Wildfarmed's regeneratively grown British oats.
"Partnering with Myprotein is a huge endorsement of the manufacturing capability we've built over the past 12 months," said Simon Hazlett, managing director of Spoon Cereals.
Myprotein CEO Neil Mistry added: "Our ambition is to build a much broader Myprotein breakfast proposition, from protein and supplements through to cereals, granolas, porridges and convenient food."
AUTHOR
SUPPORTED BY PAPER RUN
Paper Run helps brands win back customers that email can't reach through automated direct mail that integrates with Shopify & Klaviyo.
SUPPORTED BY WAYFLYER
Wayflyer provides purpose-built financing to consumer brands worldwide, deploying over $6 billion to 7,000+ businesses since launching in 2020.
SUPPORTED BY RIVERFLOW
Riverflow is the leading creative AI platform for CPG and Fashion brands, built specifically for high quality, brand accurate visuals in both photoshoots, static ads and videos.
JOIN OUR FOUNDER NETWORK:
VENICE FOUNDERS NETWORK
Where 200+ European consumer founders solve problems together.
An independent space for Europe's Consumer Founders & CEO's.
