Surreal cereal hits the mainstream

Challenger cereal brand Surreal is celebrating its first national supermarket listing. From 28 January, three of the brand’s high protein cereal products – Cocoa, Frosted, and Cinnamon – will be available across 461 Sainsbury’s stores across the UK.

First launched in 2022, Surreal is bringing added plant protein to the breakfast aisle. Each serving contains a minimum of 12g of protein, has zero sugar, and is vegan friendly and gluten-free. Each SKU is high in fibre, and low in carbohydrates and calories.

“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,” said co-founder Kit Gammell.

“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 Sainsbury’s listing marks a really exciting next step and we can’t wait to see the range in store.”

A 240g pack of Surreal has an RRP of £4.95. The brand is also available in independents and is the ‘best-selling’ cereal brand in Holland & Barrett.

Image source: Surreal