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It’s easy to get caught up in the news and activities of the industry’s global giants, but what about the smaller firms pushing boundaries with bold ideas? In this instalment of Start-up of the Month – which celebrates lesser-known companies and their innovations – we speak to Jac Chetland, co-founder of Surreal, a maverick UK-based cereal brand. Serving up high-protein, low-carb, and zero-sugar breakfast options (with a strong sense of fun – just check out its social media pages), Surreal is shaking up the breakfast aisle.

What inspired you to launch Surreal, and what gap in the cereal market were you looking to fill?

We became obsessed with the opportunity in cereal as it was a category dominated by a handful of major players, lacking innovation, made up of products that did not fit with the lifestyles of people today. Traditional cereals are often loaded with sugar and empty calories. We wanted to create a product that was high in protein and low in sugar but did not compromise on taste.

Your brand voice is refreshingly different from traditional cereal brands (we love following your socials). How did you develop this tone, and why does it resonate with your audience?

Thanks for the love! Our brand voice is all about being authentic, fun, and a little bit quirky. Cereal is a really fun category filled with fun, colour and imagination, and we wanted to make sure that our brand really leans into that too. The brand voice has developed over time. Between our branding agency and our incredible team, it has changed over time to adapt to what you see today.

What have been the biggest formulation challenges in developing a high-protein, sugar-free cereal that still delivers on taste and texture?

The biggest challenge is recreating the taste and texture of traditional cereal but with completely different ingredients. We’ve worked tirelessly to source the best ingredients that help maintain the crunchy texture and rich flavour, without relying on sugar or artificial sweeteners, while delivering high protein and low sugar credentials.

How do you see the demand for high-protein, low-sugar cereals evolving, particularly among mainstream consumers?

The demand is definitely growing. Consumers are becoming more aware of the importance of protein in their diets and the negative impacts of high sugar intake. As people shift towards healthier lifestyles, high-protein, low-sugar options are becoming the norm rather than the exception. Surreal is perfectly positioned to capitalise on this, and we’re seeing more mainstream consumers coming into the brand.

With growing scrutiny around ultra-processed foods, how does Surreal navigate the balance between nutrition, processing, and functionality?

We focus on educating customers that not all processed foods are the same. Surreal is a really nutritious breakfast that is high in protein with a medium level of carbs and low sugar. Surreal is convenient and, versus other high-protein foods, really good value.

Sustainability is an increasing priority for brands – how does Surreal approach this, from sourcing to packaging?

From responsibly sourcing ingredients and packaging to manufacturing in the UK, we’re committed to reducing our environmental footprint. We work with suppliers who share our values of sustainability and make sure of that at every step in our process. We are constantly looking for ways to improve and innovate in this space.

What have been the key milestones in scaling Surreal, and what lessons have you learned from securing retail partnerships?

Big question. Firstly, when launching an entirely new product category, the most important thing is being open to feedback and change. We launched a minimum viable product that developed over time to be a great-tasting cereal by listening to our customers' feedback.

Secondly, once the product was ready, we focused hard on letting people know about the brand, building brand awareness. Then, it is about landing our value proposition. Surreal is an expensive cereal, but we deliver great value protein for customers looking to add more protein to their diet. Once we got those three things in place, we focused on making sure we were available where our customers shop – supermarkets, online and in health stores. Each new channel is a new milestone as it helps us cater to a wider audience.

Many challenger brands struggle with price perception. How do you position Surreal competitively while maintaining margins?

Price perception can be tricky, but while Surreal is a premium-priced cereal, we offer great value protein. So if you are buying protein bars, shakes, or yogurts, we are generally cheaper. We are a convenient and nutritious breakfast and much cheaper than a coffee on the go.

Have you explored alternative retail channels, such as foodservice or direct-to-consumer subscriptions, to build brand awareness and loyalty?

Yes! Direct to consumer is still the largest part of our business and one of the first places customers hear about and engage with the brand.

What advice would you give to other food and beverage start-ups looking to disrupt a legacy category?

My advice would be to stay authentic and not be afraid to challenge the category norms. You can not outspend your more established counterparts, but you can outsmart, outwit and outpace them. In some cases, they have been building their brands for hundreds of years, so they can’t be as reactive as you. Stand out and push boundaries.

If you could go back and change one thing in Surreal’s journey so far, what would it be?

Another big question, hmmm… I guess two things. One, the speed of decision makers is a super power, do not put off tomorrow what you can decide on today. Two, hire key roles (or skill gaps) quickly; great people make it all much better.