Obtaining not long ago finished a ‘significant’ cash elevate, European breakfast get started-up Crispy Fantasy is getting ready to start its initial items, delivering a line of ‘junk-free’ breakfasts with thoroughly clean elements.
Co-established by Andrea Rodrik and Raphael Nahoum, the model prides by itself on its ‘short list’ of ‘wholesome and organic ingredients’. These include agave syrup, unsweetened cocoa powder, soy and pea protein and avocado oil.
Notice has been paid out to the dietary element of item formulations. Each box of Crispy Fantasy provides 4 occasions much more protein and 50% much less sugar per serving than the ‘leading’ cereals on the market place, the team promises.
In truth, Crispy Fantasy thinks its solution places it in primary placement to disrupt the European breakfast cereal group and acquire market place share from ‘incumbents’ that, the start off-up founders say, have unsuccessful to carry innovation to the phase
“We think the European breakfast cereal marketplace is ripe for disruption especially as there haven’t been any new products and solutions that cater to the desires of health-acutely aware buyers,” Rodrik and Nahoum told FoodNavigator.
The breakfast cereal sector is forecast to increase by CAGR of 4.2% through to 2026, according to figures from Mordor Intelligence. Nonetheless, Crispy Fantasy doesn’t see everything new coming to the shelf to deliver excitement to the fixture.
“The field has been untapped for a long time and is obviously dominated by a several prolonged-standing incumbents. From a nutrition standpoint, the current foremost makes in the cereal market place are superior in sugar and small in actual balanced nutrition. Crispy Fantasy stands out with our initially-to-market ‘junk-cost-free, problem-free’ model proposition by utilizing only cleanse, natural, and wholesome substances, like pea & soy protein, avocado oil, and unsweetened cacao powder. Our solution also includes at least 50% a lot less sugar compared to legacy makes on the industry. Crispy Fantasy’s gluten-free, substantial fibre, and plant-based attributes also make us a no-brainer for wellness-mindful individuals,” we were instructed.
‘Pioneering’ plant-primarily based in the breakfast aisle
Crispy Fantasy is billed as a vegan cereal and, Rodrik and Nahoum stated, they hope to capitalise on growing demand from customers for plant-centered merchandise beyond meat and dairy options.
“The plant-dependent movement is attaining momentum across quite a few foods and beverage sectors, not only in option protein, but snacking, baked merchandise, confectionery, and breakfast as well… There has been a steady development of vegetarians and plant-dependent eaters across Europe in new years, and Crispy Fantasy is proud to pioneer this motion in the breakfast cereal aisle.”
When quizzed on whether or not remaining plant-dependent is actually a stand-out element in a section characterised by grains, the founders were swift to place out that not all merchandise that are cost-free from meat and dairy are certainly plant-centered. “Many traditional cereal models this sort of as Cheerios are not plant-centered due to their honey content, but, at Crispy Fantasy, we are in a position to crack the code by developing a vegan substitute that is equally tasty and wholesome.”
Rodrik and Nahoum were being rapid to pressure that their proposition isn’t just designed to attractiveness to vegans and vegetarians.
The manufacturer presents a ‘crunchy’ texture and ‘classic’ indulgent flavour profile, meaning that it has mass marketplace enchantment past all those precisely in search of out a healthy selection at breakfast. The corporation promises to remind people of their ‘favourite childhood snacks’ although also creating room to ‘reimagine’ modern-day health and fitness ordeals.
“With our plant-dependent attribute and basic, nostalgic flavours, we’re in a position to fulfill literally everybody as a mass-market model,” the co-founders suggested.
‘The Halo Major of cereal’
The business is to begin with launching in the Uk by means of Amazon and direct-to-shopper, with a wider European rollout down the line.
“We see the biggest progress chance for junk-no cost breakfast cereals [here]. The British isles current market is huge thanks to a significant cereal/oatmeal having behavior. Above the previous couple of many years, we’ve also seen the British isles turning into way extra receptive to new foods tendencies than other European nations due to the fact the place is without a doubt a melting pot of different cultures,” we ended up informed.
The cereal start-up has secured the backing of some very well-known food items business people, including Halo Leading co-founder and CEO Doug Bouton MD of Litani Ventures – and the food stuff innovator that marketed RXBar to Kellogg’s – Peter Rahal and US-centered investment decision fund Pareto Holdings.
“We’re very fortuitous and honoured to be supported by remarkable US business people, which includes Doug Bouton from Halo Top and Peter Rahal who marketed RXBar to Kellogg’s – they both have unbelievable practical experience building and running models in Europe also. In the in the vicinity of long run, Crispy Fantasy will also enter other European nations, which includes Germany, and we’re so energized to eventually establish a world wide existence for our stress-cost-free, junk-no cost, and amazingly delectable solution,” FoodNavigator was informed.
“Crispy Fantasy currently has completed the hardest issue: building a head-blowingly terrific merchandise,” Bouton – who is partnering as both equally an trader and an adviser – commented. “I’ve tasted other ‘healthy’ cereals and Crispy Fantasy’s product blows all of them away it is certainly the Halo Prime of cereal.”