CATCHING UP WITH SURREAL
Words by Jac Chetland
You guys make healthy cereals, what was the motivation behind starting the company?
Kit and I were part of the early team at healthy drinks brand, Vita Coco. Both passionate about challenger brands, we were obsessed by the opportunity to disrupt the cereals category. It’s the third biggest category in food & drink, one that we all grew up loving, but had stopped consuming as most brands are either tasty & fun but full of sugar, or healthy, bland and boring. We set out to prove that taste, health & fun didn’t have to be mutually exclusive.
Your branding is really cool, what’s the story behind it?
We wanted to be a brand that is uplifting and upbeat. Cereal’s always been pretty childish, so why change that. Talking tigers, free toys, endless jingles…it’s as far away from mortgage chat (or a bowl of wheat biscuits) as you can get. So we wanted SURREAL to feel just as childish. It should feel like someone handed the company over to a bunch of big kids and is letting them run riot. Embrace the chaos, choose the funnest options and have a good time – just like kids would.