Before he launched Magic Spoon, Gabi Lewis had wondered why no one had disrupted the cereal space.  When he asked around, the experts all told him the same thing:  “Cereal is a dying category.” The truth is, while cereal might technically be declining slightly, it’s still an $11 billion opportunity. And the conventional wisdom that led so many founders to avoid the space actually created major opportunity - opportunity that Gabi promptly seized by launching Magic Spoon in 2019.