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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.
Crispy Fantasy, co-founded by Raphaël Nahoum (left) and Andrea Rodrik (right), is the first hassle-free breakfast cereal brand in Europe. (PRNewsfoto/Crispy Fantasy) We're extremely fortunate and honoured to be supported by amazing US entrepreneurs, including Doug Bouton from Halo Top and Peter Rahal who sold RXBar to Kellogg's - they both have incredible experience building and operating brands in Europe too. In the near future, Crispy Fantasy will also enter other European nations, including Germany, and we're so excited to ultimately build a global presence for our hassle-free, junk-free, and incredibly delicious product,” FoodNavigator was told. With deep-rooted beliefs in democratizing access to nutrition, Crispy Fantasy creates better value for its customers at a more affordable price. We see the biggest growth opportunity for junk-free breakfast cereals [here]. The UK market is immense thanks to a big cereal/oatmeal eating habit. Over the past few years, we've also noticed the UK becoming way more receptive to new food trends than other European countries because the country is indeed a melting pot of different cultures,” we were told. 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.
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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. 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.
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 Consumer Reports releases updated report on high levels of heavy metals in chocolate, NCA reaffirms chocolate is “safe to eat”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. It surprises everyone who has the chance to taste it’: Chile’s pisco producers on expanding to the UK and Europe The supermarket is good for availability. An online platform is good for data and to constantly optimise the brand,” he added. “We’re a flexible business, we can churn out R&D. What takes Kellogg’s 24 months we can do in a matter of weeks.” Related topics Business Healthy foods Prepared foods Diet and health Natural and clean label Innovation and NPD Start-ups and disruptors Related news Show more
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