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October 3, 2023: 12:00 AM EST
Consumers are seeking better-for-you breakfast options, and this is evidenced by the performance and financing of several brands in the category. Catalina Crunch, a keto-friendly breakfast brand launched in 2019, has recorded double-digit growth annually and can now be found in over 22,000 grocery stores across the US. Purely Elizabeth, a superfood granola brand closed a $50 million round in 2022, and Magic Spoon started selling in over 6,500 retail stores at the start of the year, extending beyond its direct-to-consumer beginnings. Oats Overnight, a grab-and-go brand, raised $20 million, and MUSH’s overnight oats raised slightly more last year. These and other brands are aiming to offer alternatives to ultra-processed options using new marketing initiatives. Off Limits, a functional cereal startup, is targeting Gen Z with an NFT collection and a partnership with influencer Emma Chamberlain’s coffee company.
Jasmina Breen, "Consumers Want Better-for-you Breakfasts", Fitt Insider, October 03, 2023, © Fitt Insider
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