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Jac Chetland and Kit Gammell

SURREAL: high-protein, low-sugar cereal

  • Founded 2022
  • In Sainsbury's and Waitrose
  • Gymshark collaboration

About

Jac Chetland and Kit Gammell founded SURREAL in 2022 to make adults love cereal again. Its cereals recreate the fun flavours of childhood cereals with high protein and low sugar.

SURREAL is sold by Sainsbury's, Waitrose, Co-op, Ocado and Holland & Barrett and made a limited-edition cereal with Gymshark.

Number 56 on the Startups 100 Index 2025.