Spoon {Cereals} Secures £50,000 Investment from Dragon’s Den

DDragons D & P

Deborah Meaden & Peter Jones

Last week’s Dragons’ Den saw pop up Spoon {Cereals} succeed in securing a £50,000 investment from dragons Deborah Meaden and Peter Jones. Both dragons invested £25,000  and each will have a 15% stake in the business.

Founded by Annie Morris and Jonny Shimmin, Spoon {Cereals} was created out of the frustration of the lack of  available healthy choice on-the-go breakfasts for commuter types. The business started life around 6 months ago trading at food fairs and markets, its aim to provide all with ‘a more adventurous bowl of cereal’.

The business offers a  menu or a ‘build your own bowl’ choice. Pick from a tasty range of home made nutritionally balanced granolas and mueslis. Add some of their scrumptious yoghurts and fruit compotes, then top with a range of nuts, fresh fruits and healthy sprinkles for the serious cereal enthusiasts out there (see their sample menus, pricing starts at a very affordable £3.50).

Spoon Cereal_MSethi-4357

image by Marc Sethi

The cereal entrepreneurs popped up a breakfast bar back last April at Old Street Station as part of the launch of the area’s new development. This proved to be a great success and saw them convert a number of  non-cereal lovers and, in turn, really helped build their brand and they now have another in Canary Wharf.

Spoon {Cereals} not only have their pop ups filled with their fresh pots they have also successfully started a range of packaged cereal products available from Harvey Nichol stores (nationwide) and selected London based delis. The next step for Annie and Jonny is to supply their packaged cereal products to the wholesale market. And now with the secured investment of £50,000 it certainly looks like this will become a reality.  Look out for Spoon {Cereals} coming to a shelf near you soon.

Congratulations to you both Annie and Jonny! (View the whole Dragons’ Den pitch here, fast forward to 29 minutes in.) If you didn’t believe in the longevity of pop ups before, you certainly do now.

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