Eating like a g*ddamn grownup with Magic Spoon

Announcing Lightspeed’s investment in Magic Spoon

Every morning I get up, make a coffee, and eat a bowl of Magic Spoon to power my Olympic weightlifting routine. For the rest of my day I eat every few hours, follow a supplement schedule recommended by a friend who worked in human performance with the US military, and make time to go to therapy once a week. Before going to bed I put on blue light blocking glasses for an hour and then sleep on a pad that circulates cold water to lower my body temperature while tracking my sleep using a wearable device. I’m in a state of constant personal optimization and, while I may be at the extreme, somewhat obsessive end of that, I’m not alone.

Millennial and Gen Z consumers are obsessed with wellness. We tweet about our therapy appointments, we work out for fun, and we care about what we put into our bodies. Gabi Lewis and Greg Sewitz, Magic Spoon’s founders and co-CEOs, saw this lasting generational change as an opportunity and developed a tasty, fun, keto cereal. Their first startup, EXO, made protein bars out of crickets, earning them both a spot on Forbes’ 30 Under 30 list. Now they’re taking on one of the biggest and least innovative grocery categories: cereal.

Me in the middle of my morning ritual, eating a bowl of Frosted Magic Spoon.

The macro view

Fittingly enough, I first met up with Gabi and Greg for breakfast in New York City, where Magic Spoon is based. We all ordered the standard plate and then modified it to hell: no toast, no potatoes, add avocado, add bacon, etc. I wasn’t strictly keto at the time but had been eating a low carbohydrate, no processed grains diet for years. We bonded over a shared obsession with constant improvement and wellness.

Gabi and Greg’s key insight is that our generation tracks macros (macronutrients: protein, fat, and carbohydrates) in a way that previous generations tracked calories or followed the food pyramid. The data backs them up: Reddit’s Keto community has 1.5M subscribers, and searches for low carbohydrate diets on Google have continued to climb.

The incredible response that Magic Spoon has seen in the marketplace backs them up too. Within the first six weeks of being in business, Magic Spoon was sold out almost immediately. They nailed the killer combo: a great product and a fun, appealing brand.

Lasting change is about building new habits

Part of what’s genius about Magic Spoon is that it’s breakfast — the most habitual meal of the day. It’s not uncommon for people to eat the same thing for breakfast for years and years, particularly when it’s a convenience food like cereal. 87% of American households buy cereal, and Americans eat an average of 100 bowls of cereal a year. In fact, cereal lags behind only soda and milk in grocery store sales volume at $11 billion a year.

Magic Spoon is well-positioned to be the first substantial disruption of this massive category, and I couldn’t be more excited to help them realize their vision.

Magic Spoon is hiring in New York City.