Will Consumers Buy Cereal Online? Magic Spoon, a DTC Breakfast Brand, Is Hoping the Answer Is Yes

It has four flavors in its cereal lineup

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The direct-to-consumer (DTC) craze has birthed businesses that have challenged the mattress marketplace, the eyeglass shopping experience, options for luggage and sneaker selections, among many other sectors. But rarely has it come for one specific category: your groceries.

Magic Spoon, a DTC company that launched earlier this month, is changing that. The company sells cereals in four flavors: fruity, frosted, cocoa and cinnamon, and touts that greater nutritional value than its mainstream competitors—think the cereals typically associated with childhood, like Lucky Charms or Trix.

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