Europe’s first cereal made from peas and chickpeas
By Oliver Morrison
- Last updated on
BRAVE has introduced what it claims is the first cereal in Europe to be made from peas and chickpeas. The new non-HFSS cereal Super Hoops is formulated with up to 4 times more protein than other leading cereal brands, it said. BRAVE founders Amber and Seb Fraser-Sokol set out to invent their no-cereal cereal, which they claim delivers on taste, high nutrient density and uses biodiverse, sustainable ingredients (without any grains or soya).
After 18 months of research and development, the new non-HFSS Super Hoops solve two crucial issues of other cereals: the high sugar-induced glucose spike and the negative environmental impact. The cereal uses a new type of sugar-free coating and contains no grains, whey or soya. Instead the cereal uses a unique blend of protein and fibre, including pea protein, chickpea flour and chicory. Amber Fraser, BRAVE co-founder, said: “The perfect cereal just didn’t exist, so we invented it. The glucose revolution is here, and consumers are more aware than ever about the importance of balancing our blood sugar. Delivering a cereal that tastes this indulgent while avoiding the glucose spike is game-changing for our health.
“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.”
Seb Sokol, co-founder of BRAVE, 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.
“There’s been a few entrants into this space recently, but as a point of differentiation, we built our proposition and price point with retail in mind since day one. There’s a huge demand for a premium healthy, zero-sugar cereal, so we know Super Hoops will add tremendous value.”
BRAVE’s Super Hoops launch is backed by Döhler Ventures and other industry leaders from Kerry Foods, Tesco and Lion Capital.