Jonny Shimmin, Co-Founder of Spoon talks premium cereal

In this episode of The Food Talk Show, host Ollie Lloyd interviews Johnny Shimmin, co-founder of Spoon Cereal and discusses the creation of a brand that is obsessed by taste. Ihe challenge is that the category is highly competitive and the number of brands that have products is at times overwhelming.

Spoon began as a fun idea after a discussion with his future sister-in-law at a family barbecue. In the last ten years ago it has evolved into a classic challenger brand that remains truly committed to taste and quality, something most of the cereal category ignore. 

The brand began as a pop-up in food markets and gleaned broad consumer feedback, allowing significant product iteration and optimisation. It is now sold in a wide range of supermarkets and has recently collaborated with ManiLife to create the ultimate peanut butter granola product. The brand also plans to launch a healthier family cereal this autumn while maintaining competitive prices.

Edited by Stella Gent

Picture by Milly Fletcher