Surreal

Surreal is a United Kingdom-based breakfast cereal brand that sells reformulated versions of childhood cereal styles aimed at adult consumers. Its cereals are positioned around four nutritional claims: 12-15g of plant protein per bowl, 6-8g of net carbs per bowl, zero to 1g of sugar, and added fibre. The core range is sold in single-flavour and variety multipacks, with flavours including Cocoa/Chocolate, Cinnamon, Frosted, Cookies & Cream and Peanut Butter; the company has also introduced Granola and Chocolate Pops products.

Products are formulated from pea starch, a blend of soy and pea protein, rapeseed oil, inulin from chicory root, natural flavourings, and a sweetener blend of stevia and erythritol, with sucralose used in the Frosted variant. The company describes its ingredients as vegan- and gluten-free-friendly in the case of the inulin component. Marketing draws on comparisons between conventional sugary children's cereals and less palatable "healthy" adult alternatives.

Founding story

The founders framed the company around their own experience of enjoying cereal as children and later concluding that high-sugar cereals were unhealthy while existing adult alternatives were unappealing, prompting them to develop a higher-protein, lower-sugar reformulation.

Business model

Consumer packaged goods sold directly to consumers online, on both a one-off purchase and recurring subscription basis. Subscribers receive a 20% discount on every order, early access to products, and the ability to pause, skip or cancel; orders are backed by a 30-day money-back guarantee. A referral scheme provides account credits.

Revenue from online sales of cereal boxes and multipacks, including recurring subscription orders at a discounted price point.