About

Why is such a powerful word, it’s right up there with what if and, ironically, why not.

Why is the sky blue? Why are boxing rings square? Why must cereal either be a sugar overload or taste like a squirrel’s winter stash?

Okay, we gave up on the first two a while ago, mainly because we couldn’t build a business around them. But that cereal question, that one we just couldn’t shake off. After all, great-tasting, no-sugar, cereal, that’s breakfast’s holy grail right there.

In fact, we’ve spent years asking ourselves, why can’t breakfast cereal be healthy AND taste like it did back in the good ol’ days (the noughties, since you ask.)

And now, we can tell you. It can. Oh it so can.

Say hello to our range of healthy cereals, each one packed with good things to fuel your day, has zero sugar, and yet tastes the way great cereal should.

We’ve called it Surreal, because it shouldn’t work, but it does, brilliantly.