Magic Spoon stopped describing itself as "vegan-friendly" after consumers pointed out the cereal contains dairy and is not vegan. The brand still markets as "keto-friendly," though some keto dieters and critics say the product does not meet strict keto macros. The scrutiny fits a broader trend of food and CPG brands facing complaints and lawsuits over health and ingredient claims (e.g., protein, sugar). Magic Spoon has not been the subject of a major false-advertising lawsuit to date.
Magic Spoon is not a Certified B Corporation and has limited public environmental commitments. Third-party assessors report no public carbon emissions data or science-based targets (e.g., SBTi, CDP, Climate Pledge). Compared to some peers in the better-for-you cereal and snack space, the company has not emphasized sustainability or emissions reduction in public reporting.
Magic Spoon expanded beyond Target into Albertsons, Kroger, and Walmart, reaching more than 6,800 retail stores. The brand added distribution for core flavors (Fruity, Frosted, Cinnamon, Cocoa) and specialty flavors at select locations, moving from DTC-only to nationwide retail.
Series C funding (~$106M); total funding reaches $209M
Magic Spoon closed a Series C round of approximately $106 million, bringing total funding to about $209 million across five rounds. The capital supported scaling and retail growth after the brand's nationwide launch at Target earlier in the year.
$85M Series B led by Highpost Capital; first retail at Target
Magic Spoon closed an $85 million Series B round led by Highpost Capital, with participation from Siddhi Capital, Coefficient Capital, Constellation Capital, Carter Comstock, and celebrity investors including Shakira, Russell Westbrook, Halsey, The Chainsmokers, Nick Jonas, Amy Schumer, Odell Beckham Jr., and Nas. The company announced its first nationwide retail launch: three flavors (Fruity, Cocoa, Peanut Butter) at about 1,300 Target stores, moving from direct-to-consumer only into retail.
Magic Spoon launched in April 2019 as a high-protein, low-carb, keto-friendly cereal sold direct-to-consumer. Initial sales exceeded founders' expectations. TIME Magazine named Magic Spoon one of the Top 100 Inventions of 2019.
Magic Spoon was founded by Gabi Lewis and Greg Sewitz, who had previously co-founded Exo (cricket-protein bars). The pair created Magic Spoon to offer a high-protein, low-sugar cereal for adults, using alternative ingredients to keep carbs low while mimicking classic cereal flavors. The company is headquartered in New York City.
