Today, I’m joined by Gabi Lewis, co-founder & co-CEO of Magic Spoon, creator of better-for-you versions of childhood-favorite breakfast cereals. Co-founding Magic Spoon, Gabi sought to redefine breakfast by combining his passion for nutritious innovation and delicious flavors, paving the way for a cereal renaissance that aligns with modern dietary preferences. With high-protein, low-carb, and keto-friendly offerings, the disruptive brand offers a healthier alternative to traditional cereals. In this episode, we talk about “reinventing” cereal, the journey from DTC to omnichannel retail, and the dos and don’ts of influencer marketing. In this episode, you’ll learn: • Gabi’s transition from cricket protein to healthy cereal • How Magic Spoon leveraged Thrive Market’s influencer marketing strategy • Why doubling down on your niche can be more impactful than diversifying your offerings Subscribe to the podcast → insider.fitt.co/podcast Subscribe to our newsletter → insider.fitt.co/subscribe Follow us on LinkedIn → linkedin.com/company/fittinsider Magic Spoon’s Website: https://magicspoon.com/ Also available on Amazon and at Target, Walmart, Kroger, Sprouts, and Albertsons. - The Fitt Insider podcast is brought to you by Jack Taylor, our exclusive PR partner. More than just PR, they’re creative storytellers and brand builders who actually understand the health and wellness industry. Learn more and get in touch at https://fitt.co/jacktaylor Chapters: (00:00) Introduction (01:40) Gabi’s background (02:50) Consumer behavior related to food trends (05:47) Focusing on the health food industry (09:22) Creating cereal for the modern consumer (11:32) Building D2C online before going into retail (14:15) Marketing cereal to adults (17:00) Influencer marketing strategy (22:33) Podcast advertising playbook (26:03) Retail strategy (28:18) Marketing spend attribution (30:57) Double down on niche or diversify? (32:51) Choosing a large category and focusing on it without getting distracted (34:44) Current strategy and future roadmap (37:32) Risk of following trends (40:15) Developments in food and beverage space (42:46) Conclusion