You are currently viewing ‘European breakfast cereal is ripe for disruption’: How challenger brand Crispy Fantasy hopes to ‘redefine breakfast’

Having recently completed a ‘significant’ capital raise, European breakfast start-up Crispy Fantasy is preparing to launch its first products, delivering a line of ‘junk-free’ breakfasts with clean ingredients.

Co-founded by Andrea Rodrik and Raphael Nahoum, the brand prides itself on its ‘short list’ of ‘wholesome and natural ingredients’. These include agave syrup, unsweetened cocoa powder, soy and pea protein and avocado oil.

Attention has been paid to the nutritional detail of product formulations. Each box of Crispy Fantasy provides four times more protein and 50% less sugar per serving than the ‘leading’ cereals on the market, the group claims.

Indeed, Crispy Fantasy believes its approach puts it in prime position to disrupt the European breakfast cereal category and take market share from ‘incumbents’ that, the start-up founders say, have failed to bring innovation to the segment

“We believe the European breakfast cereal market is ripe for disruption especially as there haven’t been any new products that cater to the needs of health-conscious consumers,”​ Rodrik and Nahoum told FoodNavigator.

The breakfast cereal market is forecast to grow by CAGR of 4.2% through to 2026, according to figures from Mordor Intelligence. However, Crispy Fantasy doesn’t see anything new coming to the shelf to bring excitement to the fixture.

“The industry has been untapped for decades and is clearly dominated by a few long-standing incumbents. From a nutrition perspective, the current leading brands in the cereal market are high in sugar and low in real healthy nutrients. Crispy Fantasy stands out with our first-to-market ‘junk-free, hassle-free’ brand proposition by using only clean, natural, and wholesome ingredients, including pea & soy protein, avocado oil, and unsweetened cacao powder. Our product also contains at least 50% less sugar compared to legacy brands on the market. Crispy Fantasy’s gluten-free, high fibre, and plant-based attributes also make us a no-brainer for health-conscious consumers,”​ we were told.