Two Vita Coco veterans have launched a sugar-free, non-HFSS cereal brand. Called Surreal, it is the brainchild of Kit Gammell and Jac Chetland, formerly Vita Coco’s senior brand manager and sales director. Surreal will debut with four flavours – Cocoa, Peanut Butter, Frosted, and Cinnamon – none of which contain sugar and are touted as offering 13g protein and 5g net carbs per bowl (rsp: £6/210g). “We wanted to make sure the brand had the fun connotations and cues we loved as cereal consumers growing up, but was nutritionally relevant to the adults we become,” said Chetland. “But the number one non-negotiable was it needs to taste good.” It plans to give out 30,000 bowls of Surreal in a sampling campaign.
