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Healthy food business: Spoon Cereals

Granola but not as you know it; Spoon Cereals is backed by Deborah Meaden and Peter Jones and wants to shake up your breakfast routine...

Mission statement: On a mission to give everyone a reason to jump out of bed in the morning
One-line elevator pitch: High quality, natural granola made with pure maple syrup
Stocked with: Harvey Nichols, Sainsbury’s, Harrods, Ocado, Wholefoods and various London independents

The story

Former advertising executive Annie Morris often found herself on the look out for “healthy, high quality” cereals to eat before work, but always ended up making her own combinations of muesli, granola and extra ingredients. Determined to “share her morning ritual with others looking for a healthy bowl of cereal”, Morris and co-founder Jonny Shimmin branched out and started their own cereal brand. Launched in the autumn of 2013 following £50,000 investment on Dragons’ Den, the Londoners have created high quality granola free from “nasty” artificial additives with only natural sugars (it's made with pure maple syrup). The cereals come in two flavours; cinnamon and pecan, and peanut and apple.

Why Spoon Cereals makes our list:

With a Great Taste Award and support from Dragons’ Den investors Deborah Meaden and Peter Jones already in the bag, Morris and Shimmin’s homemade cereal business is going from strength to strength. Having originally trialled the concept at a pop-up shop at Old Street station, the pair are now spreading the word about Spoon with a range of pop-up breakfast bars across the UK at train stations, City banks, markets and music festivals.

What the critics say:

“[We’ve] fallen in love with this new kid on the breakfast scene.” – Healthy Living London

“Meet the granola whizz kids.” – The Telegraph


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