Snacking brand Brave is launching a high-protein breakfast cereal made from pulses.
Super Hoops – which will debut in Original and Cinnamon flavours – are made from pea protein, chickpea flour and chicory, instead of grains.
The “no-cereal cereal” is HFSS-compliant. It contains 34g protein and 1.8g of sugar per 100g.
It will roll out via the brand’s webstore tomorrow, before rolling into Whole Foods Market and Planet Organic on 1 August (rsp: £4.75/245g).
Further retail listings will follow throughout August and September.
The NPD solved “two crucial issues of other cereals: the high sugar-induced glucose spike and the negative environmental impact”, claimed Brave.
It delivered “clean energy” by using no sugar and lower-carb ingredients, “keeping you fuller for longer”, the brand added.
While wheat, corn and rice were “highly destructive to the environment”, pulses were a regenerative crop that helped rejuvenate soil and used significantly less water, said Brave.
“The perfect cereal just didn’t exist, so we invented it,” said Brave co-founder Amber Fraser.
“It took us 18 months and over 100 trials to get it right, and it was worth it. We’re so proud of Super Hoops and we can’t wait to disrupt the category.”
Brave co-founder Seb Sokol added: “When we looked at the category, the choice for consumers was between traditional child-focused options with minimal nutritional value, or dull health-focused products with little flavour and lacking excitement.”
While there had been “a few entrants into this space recently… we built our proposition and price point with retail in mind since day one”, said Sokol.
Indeed, Super Hoops joins a raft of recent launches into the healthier cereals category.
For instance, sugar-free, non-HFSS cereal startup Surreal launched in January 2022. Plant-based protein brand Misfits launched its own line of breakfast cereals in May.
Functional cereal brand Eleat debuted with four flavours earlier this month.
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