Magic Spoon – D2C Ranking & Growth Metrics
High-protein, low-sugar cereal and breakfast treats for adults
Last updated · August 2026 edition · method v1.3
Magic Spoon ranks #115 of 390 D2C brands in the August 2026 edition and #1 of 18 in Food & Drink, down 3 places on last month. We estimate Magic Spoon's revenue is shrinking year on year (high confidence). Branded search is declining sharply over the past year, with a seasonal peak in September and January. In Food & Drink, its closest competitor is Onyx Coffee Lab (#121).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →Year on year, high confidence. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How big Magic Spoon is today: #115 of 390 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Magic Spoon's revenue growing?
We estimate Magic Spoon's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining sharply year on year, pointing the same way, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Magic Spoon growing?
Magic Spoon's Momentum score is 30.2, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining sharply over the past 12 months. Site traffic is declining sharply over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Magic Spoon
Magic Spoon makes high-protein, low-sugar breakfast cereal, along with oatmeal, treats, granola and pastries, aimed at adults who grew up on sugary, nostalgic cereal brands but want something better suited to adult nutrition. Products are formulated with little to no sugar and a notable amount of protein and fibre per serving, using recipes designed to recreate familiar childhood flavours such as cocoa, fruity, cinnamon and marshmallow varieties, as well as limited-edition flavours released periodically.
The brand sells directly to consumers online through its own website, offering both one-off purchases and a subscription service with discounted pricing, customisable flavour selection, and the ability to skip or cancel deliveries. Magic Spoon offers variety packs, build-your-own bundles, and discovery kits across its product range. It positions itself around taste, nostalgia and improved nutritional content compared with traditional cereal, targeting adult consumers looking for familiar flavours without the sugar associated with classic breakfast cereals.
Magic Spoon competitors
The food & drink brands closest to Magic Spoon: same kind of product first, then the nearest in size. See every brand in Food & Drink or the full D2C brand rankings.
Specialty coffee roaster selling coffee, tea and brewing goods online and in cafés
Squeeze-bottle extra virgin olive oils for cooking and finishing.
Premium tinned seafood including salmon, tuna, sardines and mussels
Calming sparkling drinks, powders and alcohol-free mocktails with adaptogens
Freeze-dried meals for camping, hunting and emergency food storage
Magic Spoon vs Onyx Coffee Lab
Magic Spoon is the bigger brand (Scale 51.9 against 51.5), while Onyx Coffee Lab is growing faster (Momentum 69 against 30). See Onyx Coffee Lab's page.
| August 2026 | Magic Spoon | Onyx Coffee Lab |
|---|---|---|
| Overall rank | #115 | #121 |
| Food & Drink rank | #1 | #2 |
| Scale (size) | 51.9 | 51.5 |
| Momentum (growth) | 30.2 | 68.5 |
| Branded search | 51 | 50 |
| Site traffic | 40 | 43 |
| Social audience | 67 | 63 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Magic Spoon branded search volume
How often people search for Magic Spoon by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining sharply. Demand is seasonal, peaking in September and January and lowest in December.
Magic Spoon's audience, products and channels
Social audience
- Instagram magicspooncereal 424,756
- TikTok magicspooncereal 52,100
Also on X and Facebook.
Followers as shown on each platform, end of August 2026.
Products
- Products in store182
- New in the last 90 days11
- Typical priceUS$19
- Price rangeUS$1 – US$100
From Magic Spoon's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in Canada, the US, Australia and the UK.
Ecommerce stack
- Email & SMSKlaviyo, Attentive
- SubscriptionsRecharge
- ReviewsOkendo, Yotpo
- MerchandisingRebuy
- PaymentsShop Pay
Tools detected on magicspoon.com; detection covers common apps and may miss some.
Magic Spoon: common questions
What does Magic Spoon sell?
High-protein, low-sugar cereal and breakfast treats for adults. Known for: High-protein cereal, Protein treats, Protein granola, Oatmeal and Pastries.
Where is Magic Spoon from?
Magic Spoon is based in United States.
Where can you buy Magic Spoon?
Magic Spoon sells through its own online store and selected retailers. Its online store is at magicspoon.com.
Who founded Magic Spoon?
Magic Spoon was founded by Greg and Gabi.
Is Magic Spoon's revenue growing?
We estimate Magic Spoon's revenue is shrinking year on year (high confidence). Branded search is declining sharply and site traffic is declining sharply year on year, pointing the same way, so confidence is high. Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales.
Who are Magic Spoon's competitors?
Magic Spoon's closest competitors in the Food & Drink category are Onyx Coffee Lab, Graza, Fishwife and Recess.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. August 2026, method v1.3. See the methodology, or report a correction.