Magic Spoon Expands Breakfast Portfolio with 'Protein Pastries' and Marshmallow Cereal Innovation

"Next-generation" breakfast brand Magic Spoon has announced a significant expansion of its product portfolio, unveiling two new lines designed to bridge the gap between nostalgic comfort food and modern functional nutrition.

The company is launching Protein Pastries and Marshmallow Protein Cereal, aiming to capture a larger share of the breakfast category by addressing the consumer demand for high-protein, low-sugar options in convenient formats.

Pastries and Cereal

The launch builds on the brand's core strategy of "reimagining classics," targeting specific texture and flavour profiles that consumers grew up with but often avoid due to nutritional concerns.

1. Protein Pastries: A portable, toaster-pastry style option designed for the busy morning occasion.

Nutritional Profile: Each serving delivers 11g of protein and 6g of fibre, with low net carbs.
Sugar Content: Contains just 3g of total sugar (2g added).
Flavours:
- 🍓 Frosted Strawberry
- 🥨 Cinnamon Brown Sugar
- 🍫 S'mores

2. Marshmallow Protein Cereal: Described by the company as its "most requested flavour innovation to date," this line introduces texture variety to the core loop format.

Nutritional Profile: Packs 12g of protein per serving.
Sugar Content: Limited to 3g of sugar.
Components: Features light, crispy loops paired with real marshmallows.
Flavours: Classic Marshmallow and S'mores.

Gabi Lewis, Co-Founder and CEO of Magic Spoon, commented on the balance between taste and function: "Consumers love nostalgic classics, but increasingly expect better nutrition than those products have traditionally offered. At Magic Spoon, we've shown that fun and function don't have to be mutually exclusive. These launches give consumers the flavours they grew up loving - now built for the way they eat today."

The expansion comes amidst a period of rapid retail scaling for the brand. Just three years after entering the brick-and-mortar channel, Magic Spoon products are now available in over 30,000 stores nationwide—a footprint that has grown by 35% year-over-year.

Commercial Availability

Both new product lines are available via the brand's direct-to-consumer platform (MagicSpoon.com) and are rolling out to major retailers nationwide, including Walmart, Target, Kroger, Publix, Whole Foods Market, and Costco.