Ep.55 Annie Morris Co-Founder of Spoon Cereal; The Graft of Building a Sustainable Business

Annie Morris started Spoon Cereal at the age of 23 with her Co-Founder and now Brother in Law Jonathan Shimmin. After going on Dragons Den and getting offers from both Peter Jones and Deborah Meaden there at the time small breakfast bar pop up catapulted into being a part of the FMCG industry and after being viewed by millions of people it completely turned their business upside down.

However in comparison to other brands in the granola space Spoon has lower brand awareness and this is because they have been slowly and quietly plugging away in the background in order to grow sustainably and stand the test of time. Other brands have come and gone whilst Spoon has been going from strength to strength, being the first in the granola space to bring out a pro-biotic granola and now going on to expand into the cereal market.

This podcast highlights the value of slow and steady wins the race and whilst we are in an environment where investment, angels and venture capital get talked about very often sometimes step by step and not running before you can walk also works.

In this episode Annie and I discuss:

• The journey from the early days where they had a breakfast pop up at popular commuter locations
• The decision for Annie to quit her job and focus on Spoon
• The relationship between the co-founders
• The graft that went in to the early days
• Dragons Den
• The granola market as a whole in 2013 and now in 2023
• The cereal market vs granola market
• Probiotic Granola
• Annie's relationship with granola

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