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SURREAL, the start-up breakfast brand re-imagining the world of cereal, today announces its first national supermarket listing, with Sainsbury’s. From 28th January, the retailer will take three SKU’s of the brand’s high protein cereal range; Cocoa, Frosted and Cinnamon, rolling out across 461 stores nationwide (RRP: £4.95 / 240g pack).

The brand, which is now the fastest growing cereal brand in the UK (+456% YOY), selling one box every minute in 2023, prides itself in having created a flavour-first cereal range which tastes like the classics you loved as a kid, but without all the unhealthy downsides.

Along with a thriving e-commerce shop, Surreal is also available to independents via wholesalers including CLF, CN Foods, Dundeis and Tropicana Wholesale. An Amazon ‘best-seller’ it is also the best-selling cereal brand in Holland & Barrett.

First launched to market in 2022, each of the six products in the portfolio contains a minimum of 12g of plant protein per bowl, has zero sugar and is vegan friendly and gluten-free. Not only that, but each SKU is high in fibre and low in carbs and calories, without compromising on taste (no soggy cardboard in sight!).

Born from the belief that healthy cereals don’t have to taste boring, SURREAL is the brainchild of founding friends Kit Gammell and Jac Chetland. Both having earned their stripes as Senior Brand Manager and Sales Director at Vita Coco, they left the business in 2021 to set up SURREAL, which has fast become the #1 contributor to value growth in the cereal category.

Co-Founder Kit Gammell says: We started SURREAL to shake up the cereal category – it hasn’t changed in 100 years…despite being the third biggest in food and drink!! Tasty cereals are full of sugar and healthy ones taste like cardboard. We’ve taken the tasty cereals we loved as kids and remade them to be healthy for grown ups, without compromising on the flavour. The new Sainsbury’s listing marks a really exciting next step and we can’t wait to see the range in store”.

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