Kit Gammell and Jack Chetland, founders of Surreal Cereal.
(Picture: Handout)Jac Chetland and Kit Gammell saw a gap in the market at breakfast time. “The cereal industry is the third-biggest in food and drink, but it hasn’t changed in 100 years,” say the duo, who met working at coconut drink business Vita Coco, where Chetland ran sales in Europe and Gammell oversaw marketing. “It was the same companies, same recipes. Our friends all had this nostalgic love of cereal from childhood” — Gammell ’s favourite was Coco Pops, Chetland’s Frosties — “but as adults feel bad indulging it. Tasty cereals are full of sugar, healthy ones taste like cardboard. We wanted to change that.”
The entrepreneurs had joined Vita Coco as its seventh and ninth UK employees and they pooled their cash from employee shares as part of its $700 million IPO as well as savings for a £30,000 pot to create a healthy and tasty cereal.
