đź‘€Brandwatch (3 min): Magic Spoon Cereal – the mouth-watering Instagram feed.

⏳ 3 minute read.

Magic Spoon Cereal is a ‘healthy’ cereal for adults which revives the nostalgia of Saturday-morning-cartoon cereal through its vibrant and mouth-watering Instagram feed.

I discovered Magic Spoon Cereal from the Tim Ferriss podcast. The name intrigued me, so I delved a bit deeper.


Magic Spoon is a ‘childlike cereal for grown ups’ and was created by college friends Greg and Gabi in 2019. The American brand prides itself on being healthy. It’s low in carbs, high in protein and has zero sugar. It’s also gluten free, grain free, keto friendly, soy free, and GMO free. It tastes just like your favorite sugary cereal. 

In this article – you will learn:

  • How a ‘healthy’ cereal is promoted in an indulgent and delicious way.
  • How the sleek and hypnotic Instagram feed tempts users to buy.
  • How the brand has created a cult-like following.

How Magic Spoon changed the cereal game:

  • Greg and Gabi launched Magic Spoon last year and branded the product as “a childlike cereal for grown-ups”.

Here’s a taste of the cereal brand:

It looks pretty indulgent and sugary for something that’s meant to be super-healthy right?

  • They both grew up binging on sugary cereal but always crashed out in the afternoon. So, they created a cereal inspired by the nostalgia of Saturday-morning-cartoon cereal but, upgraded it for a health-conscious ‘grown-up.’
One of its earlier Instagram posts introduces the founders to the new cereal.
  • The cereal (only currently available in the USA), comes in flavours like cinnamon, frosted, fruity and cocoa. It’s not cheap either – a subscription to the brand for four boxes is a whopping $35 a month.
The website features SEO-friendly words, including “grain-free, non-GMO,” and “low sugar.”

The mouth-watering Instagram feed you just can’t turn away from:

  • It uses Instagram as its primary promotional tool – tempting users with its colourful, sleek, artsy and aesthetically-pleasing content. It has 210k followers to date.
  • They use pastel, sugary colours as backdrops for every photo.
  • The Instagram feed is whimsical, playful, bright and vibrant – you forget that the product is not really aimed at children.

Finding their tone of voice:

  • Comments on the Instagram page are mostly desperate pleas for the brand to ship outside of the USA. There certainly seems to be a big craving for this cereal.
  • Their ‘short and sweet’ friendly replies make it obvious that they’re a new company still trying to figure out their tone of voice and how they should engage with its users.
There isn’t really a ‘back and forth’ with users, just acknowledgement to positive comments.
  • Loyal followers engage consistently with the brand’s content.
  • Check out one of its simple yet strangely hypnotic videos which did particularly well for a new company still finding their feet:
View this post on Instagram

Now this Fruity is loopy.

A post shared by Magic Spoon (@magicspooncereal) on

Spoon(ers) – the cult-like following:

  • Magic Spoon has created a cult-like following called ‘Spoon(ers).’ They promote these ‘Spoon(ers)’ in their Instagram stories. Those same customers also do a pretty good job of promoting the healthy-goodness of the cereal on their own feeds:

Here are a few more ‘grown-up’ Instagram pics:

  • Their Instagram feed features the mundane life of adults presented in a fun, colourful and childlike manner.
  • For example, packing your breakfast in your briefcase, stashing it in your office drawer or clockwatching are all relatable adult scenarios:

On Facebook, they are taking a similar approach but strangely, no marketed Twitter account even though there is a decent amount of engagement and mention of the brand, the conversation is still happening without them. Perhaps, once they have developed their tone of voice and engagement strategy, they will utilise Twitter. One to keep an eye on.

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