Spoon believe that everyone should have a good reason to jump out of bed in the morning, starting with a better breakfast: healthier, tastier, simpler and more exciting.
The founders Annie and Jonny launched the company as London’s first breakfast cereal pop-up, where they served fresh on-the-go granola and muesli pots, as well as packs for people to take home.
Their pop-up business model allowed them to test their cereal products to over 10,000 people face-to face, providing invaluable market research and a good understanding of the consumer demand for a healthier, tastier breakfast offering. Their success on the BBC TV programme Dragons’ Den, enabled them to further develop their products and launch into large retailers, propelling the business forward.
Their mission started with cereals, but they believe there is plenty of scope to extend beyond granola and muesli and improve the quality of breakfast products in other categories.