Plant-based protein brand Misfits is expanding into cereal.
Two flavours – Choc Cinnamon and Chocolate – will launch exclusively via the brand’s DTC platform on 18 May, with an Amazon listing to follow (rsp: £22/3x280g box).
They are vegan, low in sugar and gluten-free. Each 40g serving provides 14g protein and weighs in at under 150 calories.
The NPD – which would not only target breakfast but also midday and evening occasions – replicated “the sugary and non-nutritious cereal brands in the market, without the actual junk”, said Misfits.
It had been created to target “mainly millennials and gen Z” shoppers who loved cereal but were “concerned about their health and what they consume”, the brand added.
The launch coincides with a new positioning for Misfits, which this month unveiled a new logo, packaging, website and loyalty scheme.
Misfits co-founder Henry Sether said the NPD and rebrand would “widen our brand appeal and allow us to branch out into more categories and territories, cementing ourselves as a leading innovator in the plant-based functional food space across the globe”.
The brand is hoping to capitalise on the US market, for instance, after launching there last year with the support of fmcg veteran Robert Jakobi’s specialist investment firm Webloom.