SURREAL, a start-up breakfast brand, has secured its first national supermarket listing with Sainsbury’s. From 28 January, the retailer will stock three SKUs of the brand’s high protein cereal range – Cocoa, Frosted and Cinnamon – across 461 stores (RRP: £4.95 / 240g pack).
The brand offers a “flavour-first” cereal range which tastes like the classics, but without the unhealthy downsides.
Along with an e-commerce shop, SURREAL is also available to independents via wholesalers, including CLF, CN Foods, Dundeis and Tropicana Wholesale. It is also sold by Amazon and is 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. Each SKU is also high in fibre and low in carbs and calories.
Co-founder Kit Gammell commented: “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”.
