Spoon Cereals, a UK challenger breakfast brand best known for its award-winning, taste-led granola, has raised £1.5 million led by Finance Yorkshire. The wider round included participation from Angel Investment Network (AIN) alongside existing and new investors. The new funds will be used to optimise its manufacturing site, launch co-branded and licensed products with Wildfarmed and Myprotein in 2026, and support new retail listings.
Co-founded by Annie Morris and Jonny Shimmin, Spoon Cereals has spent the past decade building one of the UK's most distinctive challenger granola brands, winning multiple Great Taste Awards and developing a strong sustainability-led ethos. Its range is stocked in over 1,250 UK retail locations, including Waitrose, Morrisons and Ocado, where it is the fastest-growing granola brand, and in more than 500 Migros supermarkets in Switzerland, the home of granola.
In December 2025, Spoon Cereals acquired an 11,000 sq ft manufacturing facility in Yorkshire, moving from an outsourced model to fully owned production. The board is chaired by Justin Cook, former CEO of Müller Yoghurts & Desserts UK, and the business has appointed experienced FMCG growth specialist Simon Hazlett as Managing Director.
Spoon Cereals has recently been shortlisted for the Deal of the Year (sub £10m) category at Insider's South Yorkshire Dealmakers Awards 2026 for the £2m investment by Finance Yorkshire, and also shortlisted for The Grocer Gold Awards Supply Chain Initiative of the Year category.
Spoon was born from our love of breakfast and the desire to make it better. Bringing manufacturing in-house has been transformational – it has de-risked our supply chain and opened up licensing opportunities that simply were not possible before. With the backing of AIN's investors alongside Finance Yorkshire, we have the capital and the platform to scale and build a genuinely purpose-led cereals brand that can compete at the top of the category.
Spoon Cereals is a brand with genuine consumer love, award-winning products, and a business that has just gone through a real step-change with the shift to owned manufacturing. Our investors recognised the quality of the team, the proven retail traction, and the signed licensing deals with Myprotein and Wildfarmed as a clear path to scale.
