Magic Spoon is proof that breaking the rules can be the smartest move in CPG.

In this episode, co-founder Gabi Lewis breaks down how the premium cereal and snack brand launched – and scaled – in a category most people had already written off. He shares why Magic Spoon anchored on protein and nostalgia from day one, how it made the jump from DTC to national retail without losing profitability, and what actually mattered along the way.

Gabi gets candid about product-market fit, pricing, branding, word-of-mouth growth, retail velocity, and the tradeoffs that come with innovation – offering a clear, hard-earned playbook for founders building modern food and beverage brands.

Show notes:

0:20: Gabi Lewis, Co-Founder, Magic Spoon – Gabi chats about his Glasgow roots and traces his path into food, and how cooking, fitness, and curiosity ultimately pulled him into entrepreneurship. He discusses his first CPG venture, EXO, a cricket-protein bar brand and reflects on being a young founder who didn't overthink risk. Gabi contrasts early investor reactions to EXO versus Magic Spoon and his belief that consumers still loved cereal emotionally but walked away for health reasons. He breaks down Magic Spoon's core playbook and hype as a downstream effect, the impact of influencer seeding, podcast ads and repeat purchases fueled by limited-edition flavors. Gabi also shares behind-the-scenes lessons on naming the brand, its focus on DTC before retail expansion, pricing strategy, and the constant tradeoffs between taste, nutrition, and ingredient standards. He also shares his long-term vision of building a defining breakfast company and how he finds happiness in high-pressure moments.

Brands in this episode: Magic Spoon, EXO, RXBAR, Daniel, Corn Flakes, Frosted Flakes, Honey Smacks, Corn Pops, Lucky Charms