Magic Spoon Closes $85M Series B Round Led by HighPost Capital and Announces First Nationwide Retail Launch

Additional Investors Include Shakira, Russell Westbrook, and Halsey

NEW YORK--()--Magic Spoon announced today a $85M Series B fundraise led by HighPost Capital, a leading private investment firm focused on the global consumer and consumer technology sectors, and its first-ever retail launch exclusively into Target stores nationwide. HighPost Capital is joined by Siddhi Capital, Coefficient Capital, Constellation Capital, Carter Comstock, and more. Celebrity investors include Shakira, Russell Westbrook, Halsey, The Chainsmokers, Nick Jonas, Amy Schumer, Odell Beckham Jr., and Nas.

“We’re excited to continue innovating the cereal category, using this new funding to expand on brand building initiatives, invest in product innovation and evolve our business goals,” said Gabi Lewis, Co-Founder of Magic Spoon.

The proceeds from the raise will be used to accelerate Magic Spoon’s rapid growth, expansion from 100% direct-to-consumer into retail, and amplify widespread brand awareness through continued use of its innovative approach to social media. Magic Spoon kicks off its retail debut in Target nationwide and will launch in additional retailers - from big box to natural grocers - throughout 2022 and beyond. Consumers will be able to purchase three of Magic Spoon’s best-selling flavors, Fruity, Cocoa, and Peanut Butter on Target shelves nationwide this month.

“Our focus on a direct-to-consumer model when we launched was key as we were growing and establishing a presence in a tired category, but we are beyond ready and excited to be able to reach even more consumers across the country through our brick-and-mortar retail launch,” said Greg Sewitz, Co-Founder of Magic Spoon.

“We are excited to announce our investment in Magic Spoon, which immediately upended the old-school cereal industry when it launched in 2019,” said David Moross, Co-Founder, Chairman, and Chief Executive Officer of HighPost Capital. “In a short period of time, Gabi & Greg have built a tremendous brand with a fiercely loyal and engaged consumer base through their unwavering commitment to innovation and creativity. We look forward to leveraging HighPost’s deep consumer sector expertise to support Magic Spoon’s continued growth.”

Magic Spoon disrupted the cereal category when it launched in 2019 and continues to innovate and reimagine childhood favorites. Its rapid growth is due in part to its 100% direct-to-consumer model, with the brand reaching over 1 million customers in three short years since launch. The brand has continuously innovated with new flavors and following rapid sellouts of its limited-edition cereal bars, Magic Spoon will be adding them to its permanent line of products this month, marking its first foray from the cereal box. Magic Spoon’s cereals are high in protein (13-14 grams), low in carbs (4 grams), keto-friendly, and free of added sugar, gluten, grains, soy, and anything artificial.

To learn more about Magic Spoon and its cereals, please visit or follow their journey on Instagram @magicspooncereal.

About Magic Spoon: Magic Spoon offers a wide range of nostalgic flavored cereal, but with better ingredients and zero added sugar. After experimenting for over a year, co-founders, Gabi Lewis and Greg Sewitz were inspired by the nostalgia and tastes of childhood classics and launched Magic Spoon in 2019. All of Magic Spoon’s cereals are high in protein, low in carbs, keto-friendly, and free of gluten, grains, soy, and anything artificial. Sweet and delicious, Magic Spoon is transforming the cereal industry by building a new category of nutritious and flavorful cereal that you can enjoy any time of day. To learn more about Magic Spoon, please visit or follow on Instagram (@magicspooncereal).

About HighPost Capital: HighPost Capital (“HighPost”) is a private investment firm focused on the global consumer and consumer technology sectors. Led by proven private equity and marketing executives David Moross and Mark Bezos, HighPost seeks to leverage the respective skills, network and experience of its principals to create long-term value for its portfolio companies. HighPost seeks to identify opportunities with family-controlled and entrepreneur-led companies that share a differentiated approach to value creation. For more information, please visit


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