After 18 months of research and development, the new non-HFSS Super Hoops solve two crucial issues of other cereals: the high sugar-induced glucose spike and the negative environmental impact. It took us 18 months and over 100 trials to get it right, and it was worth it. We’re so proud of Super Hoops and we can’t wait to disrupt the category.” While wheat, corn and rice were “highly destructive to the environment”, pulses were a regenerative crop that helped rejuvenate soil and used significantly less water, said Brave. Super Hoops will launch with two flavours: Original and Cinnamon. They contain 34g of protein per 100g; no added sugar and ​1.8g of naturally occurring sugars per 100g; 15g of fibre per 100g (Original flavour); ​and are low carb with 23g of net carbs per 100g. Alexandra Foster, buyer at Whole Foods Market, described BRAVE’s Super Hoops as “one of the most exciting and innovative products I've seen this year”, adding: “The category is ripe for disruption and BRAVE is answering the increased demand for delicious, healthy and sustainable options. We’re confident we’ll see strong performance.”

For instance, sugar-free, non-HFSS cereal startup Surreal launched in January 2022. Plant-based protein brand Misfits launched its own line of breakfast cereals in May. There have been a few entrants into this space recently, but as a point of differentiation, we built our proposition and price point with retail in mind since day one. There’s a huge demand for a premium healthy, zero-sugar cereal, so we know Super Hoops will add tremendous value.” It delivered “clean energy” by using no sugar and lower-carb ingredients, “keeping you fuller for longer”, the brand added.The first key innovation is a new type of sugar-free coating that delivers natural sweetness and indulgence. Designed with a unique blend of macros, our new cereal has 3.5x more protein, 50% fewer carbs and 99% less sugar vs the leading cereal brand. It's the perfect cereal: BRAVE’s new product contains no added sugar, and only 1.8g of naturally occurring sugars per 100g (10 times less than other leading brands).

The perfect cereal just didn’t exist, so we invented it,” asserts Amber Fraser, BRAVE co-founder. “The glucose revolution is here and consumers are more aware than ever about the importance of balancing our blood sugar. Delivering a cereal that tastes this indulgent while avoiding the glucose spike is game-changing for our health,” she remarked. “It took us 18 months and over 100 trials to get it right, and it was worth it. We’re so proud of Super Hoops, and we can’t wait to disrupt the category.” It took us 18 months and over 100 trials to get it right, and it was worth it. We’re so proud of Super Hoops and we can’t wait to disrupt the category.”​ The NPD solved “two crucial issues of other cereals: the high sugar-induced glucose spike and the negative environmental impact”, claimed Brave. There’s been a few entrants into this space recently, but as a point of differentiation, we built our proposition and price point with retail in mind since day one. There’s a huge demand for a premium healthy, zero-sugar cereal, so we know Super Hoops will add tremendous value.”On a mission to revolutionise the cereal category, BRAVE founders Amber and Seb Fraser-Sokol set out to invent their no-cereal cereal, which delivers on taste, high nutrient density and uses biodiverse, sustainable ingredients (without any grains or soya). Deliciously Savoury: With their irresistible savoury flavour, these hoops prove that healthy can indeed be tasty! The perfect cereal just didn’t exist, so we invented it. The glucose revolution is here and consumers are more aware than ever about the importance of balancing our blood sugar. Delivering a cereal that tastes this indulgent while avoiding the glucose spike is game-changing for our health," ​said Amber Fraser, BRAVE co-founder. Start-up cereal brand BRAVE is developing 'no-cereal cereals' that are nutrient dense and use biodiverse, sustainable ingredients.