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High Protein, Zero Sugar - Limited edition berry now live!

About

Why does cereal have to be this way?

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.

Never stop playing

We’re on a mission to make every day a little bit more playful, starting with breakfast. Because a playful mindset is a healthy mindset.

THINGS WE’RE FIGHTING FOR.

THINGS WE’RE FIGHTING FOR.

THINGS WE’RE FIGHTING FOR.

THINGS WE’RE FIGHTING FOR.

THINGS WE’RE FIGHTING FOR.

THINGS WE’RE FIGHTING FOR.

Healthy Bodies

Plant-based ingredients, low carbs and zero sugar. We're making the cereal you love nutritionally relevant for today.

Healthy Minds

Play with what's possible. Because a playful mindset is a healthy mindset. And there's more than enough serious stuff to worry about.

Healthy Planet

We're committed to becoming a B corp and removing plastic from our packaging. We want to be a cereal brand fit for today.

The world is serious enough. Why does breakfast have to be?

SOMEONE VERY IMPORTANT

2021