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. 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. The bottom line for Crispy Fantasy is to focus on taste first and excel what a typical healthy cereal should be other than zero sugar or grain, aspiring to be the European challenger brand to a breakfast cereal duopoly — Kellogg’s and Nestlé, owner of Cheerios outside of North America and Shreddies, according to Rodrik and Nahoum. With deep-rooted beliefs in democratizing access to nutrition, Crispy Fantasy creates better value for its customers at a more affordable price.

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. As explained in the brand’s first TikTok video, which has gained 3.4 million views, the company was formed in 2021 by Rodrik and Raphaël Nahoum, after Rodrik posted a LinkedIn post seeking a co-founder for a new healthier cereal business. Nahoum turned down a six-figure salary offer at a US investment bank to join the venture. The Rice Krispies maker believes the new measure is not implemented lawfully, arguing additional nutritional elements from milk or yogurt also need be considered since cereals are rarely eaten alone. Inspired By U.S. Brands; Tailored To Europe’s Mass Market Later in the year, Crispy Fantasy is expecting to become available in physical stores and has ambitions for “mass market” distribution through “the major mults” Rodrik said, adding the brand was hoping to emulate the success of Candy Kittens and Little Moons. 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.Company co-founder Andrea Rodrik said after “blowing up on TikTok” the brand was now working on how to convert views into sales, which he dubbed “the million dollar question”. 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. Crispy Fantasy already has accomplished the hardest thing: creating a mind-blowingly great product. I've tasted the other 'healthy' cereals and Crispy Fantasy's product blows all of them away; it's truly the 'Halo Top' of cereal," says Doug Bouton. "Halo Top is sold in more than 30 countries, and I'm incredibly excited to partner with Crispy Fantasy as an investor and advisor to help them build a global brand anchored by mind-blowingly great products." Mr. Rodrik and Nahoum comment: "At Crispy Fantasy, we are creating a brand new category, in which taste meets health, making cereal the way it should be — delicious, fun, and loaded with nutritional benefits that help you stay energized and productive. We also feel tremendously fortunate to partner with Doug and Peter, two of America's most profound food entrepreneurs, leveraging their vast network and resources to bring our exciting products and best-in-class experience possible to market."

Bouton, who described Crispy Fantasy as the “Halo Top of cereal,” noted how the cereal startup will be leveraging their distribution platform — currently sold in more than 30 countries — to eventually build a global presence. Rahal also said in a statement: “With my experience, I'm going to help these amazing founders with all the problems that emerge with the company building process.” Strategic Market Expansion 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.” Viral TikTok cereal brand Crispy Fantasy is soon to launch its own direct to consumer operation, as well as a major sampling campaign with rapid grocer Zapp.Crispy Fantasy, co-founded by entrepreneurs Andrea Rodrik and Raphaël Nahoum, is made with a short list of wholesome and natural ingredients, including unsweetened cacao powder, soy and pea protein, as well as avocado oil. Each cheerful, bright-colored box provides four times more protein and at least 50% less sugar than leading cereals on the market. 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 With our plant-based attribute and classic, nostalgic flavours, we're able to satisfy literally everyone as a mass-market brand,”​ the co-founders suggested. 'The Halo Top of cereal' Consumer Reports releases updated report on high levels of heavy metals in chocolate, NCA reaffirms chocolate is “safe to eat” We don’t yet have the distribution, but that’s the next priority in our masterplan,” he said. “To ensure accessibility throughout the UK, so if another video blows up– which I’m sure it will– it’s easy for people to try it.”

The concept of European cereal startup Crispy Fantasy has taken inspiration from a slew of popular, ... [+] digitally-native American food brands, according to co-founders Raphaël Nahoum (left) and Andrea Rodrik (right). Crispy Fantasy

Tetra Pak forges alternative protein and material innovation partnership in the ‘Silicon Valley of Food’ 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) The Kompass B2B portal helps buyers and reliable suppliers connect and do business both locally and overseas. 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.