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Former Vita Coco Execs Launch Sugar-Free Cereal

December 11, 2021: 12:00 AM EST
Noting that the new sugar free, non-HFSS cereal brand is "closer nutritionally and price aligned to protein supplements," former Vita Coco brand and sales managers Kit Gammell and Jac Chetland named their brainchild Surreal. The product will debut in the U.K. with four flavors: Cocoa, Peanut Butter, Frosted, and Cinnamon, all with 13 grams of protein and five grams of net carbs per bowl (rsp: £6/210g) and made with such as tapioca starch and inulin, but no cereal grains. The brand plans to give out 30,000 bowls in a sampling campaign, and will begin filling orders by the end of December, with Amazon and a DTC launch in January. The cereal has attracted the attention of investors such as Proper founder Ryan Kohn, former Sir Kensington's CEO Mark Ramadan and entrepreneur Mervyn Davies.
Daniel Woolfson, "Vita Coco duo add non-HFSS cereal brand", The Grocer, December 11, 2021, © William Reed Business Media Ltd
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