Celebs Are Loving Magic Spoon, the New High-Protein Cereal Brand

Amy Schumer shared that she loves Magic Spoon cereal—a colorful take on classic Cheerios—that's packed with protein.

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Whether you like to sit down to oatmeal and coffee in the morning or would prefer to snooze and snag a banana for the road, you're probably familiar with the age-old saying that breakfast is the most important meal of the day. And if you prefer a quick bite before heading out the door, you might consider a bowl of cereal, which can actually be pretty unhealthy.

Well, Amy Schumer has discovered a better-for-you breakfast that might just make you a morning person. "This is a new thing that I like, and it's called Magic Spoon cereal," Schumer raves in her podcast Amy Schumer Presents: 3 Girls, 1 Keith. "It looks like it's for kids," she adds of the colorful, pigmented Cheerio-like cereal, which she says she enjoys for breakfast.

And Schumer isn't the only fan. Chrissy Teigen also keeps her pantry stocked with Magic Spoon cereal. The A-lister recently gave her pantry a Marie Kondo-inspired "organizational orgasm," and you can spot four boxes of Magic Spoon on the shelf in her last picture. (

Don't be surprised if you haven't heard of Magic Spoon—the brand only launched in April 2019. And although it's fairly new to the market and only available for purchase on the company's website, it sold out within a few weeks of launching. It even earned a spot on Time's best inventions of 2019. Call us impressed.

Is Magic Spoon Cereal Healthy?

It's Instagram-worthy and celeb-approved...but is it really that healthy? Magic Spoon is made of a milk protein blend and naturally low-calorie sweeteners (monk fruit and stevia), which make it high in protein and low in carbs with no added sugar, explains Natalie Rizzo, R.D., a New York-based dietitian and the owner of Nutrition à la Natalie. "In that regard, it's very different from other cereals on the market, which tend to be carb-heavy and have some added sugar," she says. (There are a few cereals with a small amount added sugar, such as Puffins and Cheerios, she notes.)

For example, a 3/4-cup serving of Magic Spoon (any flavor) has 110 calories, 6g fat, 12g protein, 8g carbs, 0g of sugar, and 2g fiber. Comparatively, a 3/4-cup serving of Cheerios has 83 calories, 1g fat, 3g protein, 17g carbs, 1g sugar, and 3g fiber.

The pros? Because it has more protein than its competitors, Magic Spoon may help keep you full for longer, since protein helps control appetite, says Rizzo. Plus, Magic Spoon is free of gluten, grains, artificial colors and sweeteners, and is keto-friendly to boot, since it has only 3g of net carbs.

There's one catch: Magic Spoon is essentially just a protein supplement mixture with sweeteners. Rizzo typically recommends eating protein from whole sources, like eggs, dairy, nuts, and whole grains. She points out that you can actually get a similar amount of protein from a bowl of oatmeal made with milk, nut butter, and fruit, which also provides much-needed fiber, minerals, and vitamins to your diet. Another concern is that Magic Spoon contains chicory root, which can cause indigestion for some people, notes Rizzo. (Not to mention, carbs aren't evil. Healthy, whole-grain carbs have even been linked to a longer life.)

But if you really have a craving for cereal but want something with a bit more protein, Magic Spoon might be a good option for an occasional treat, says Rizzo.

What Does Magic Spoon Taste Like?

Basically, you can think of this cereal as a protein shake or protein bar that's been transformed into the same taste, texture, and shape as cereal, Magic Spoon co-founder Gabi Lewis told Time. Depending on how you feel about those things, you're either psyched or probably won't be a fan.

Still curious? Shape editors decided to put the celebrity-approved cereal to the test to see if it actually tasted as good as it looks.

Marietta Alessi, senior social media manager

"Once I started getting into working out, I felt like cereal didn't reach my protein goals, so I was all about egg cups, Greek yogurt and berries, and overnight oats. I'm so glad I can add cereal back into my routine. The cocoa is SO good. I have mine with oat milk and it's such a satisfying dessert or after-work snack. On its own, I think it's yummy but it can feel like it sticks to your teeth. That said, it doesn't deter me from grabbing a handful at the office when I need a sweet pick-me-up. I'm looking forward to experimenting with adding blackberries and almonds for a punch of fiber and vitamins." 

—Marietta Alessi, senior social media manager

Renee Cherry, staff writer

"I had the cocoa flavor and frosted flavor—and frosted was the clear winner. I was surprised by how close the taste was to regular cereal. (Blindfolded, I never would've guessed that this has so much protein.) I think even someone who normally doesn't go for stevia-sweetened foods might be okay with this since classic cereals can be overly sweet. The only thing that felt a little off was that the cereal is extra crunchy and doesn't soften up in milk. I prefer my cereal a little on the soggy side (don't @ me), so that was a drawback."

—Renee Cherry, staff writer

Megan Falk, digital editorial assistant

"Since Magic Spoon is made from milk protein, I was worried the cereal would taste like a chalky protein shake—not the fun and flavorful cereals of my childhood. But that first spoonful was so much better than my expectations. I combined the blueberry and frosted flavors in two-percent milk, which created a blueberry muffin-like concoction that hit the spot. Even though it's technically free of sugar, the allulose and monk fruit extract give the cereal just the right amount of sweetness. This will definitely be part of my late-night snack rotation."

—Megan Falk, digital editorial assistant

Sold? You can buy a case, which includes four boxes of one of Magic Spoon's yummy flavors—cocoa, frosted, cinnamon, or fruity—or, if you're feeling indecisive, opt for the variety case and try them all.

Buy It: Magic Spoon, $39 for a case of four boxes, magicspoon.com

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