Magic Spoon, the better-for-you cereal brand that has been shaking up one of grocery's most nostalgic categories since 2019, is proving that innovative products deserve an equally innovative approach to reaching consumers. By leaning into Instacart Ads as a core pillar of its retail media strategy, the brand has found a powerful engine for growth — one that is helping it scale its business, attract new consumers, and cement its place on grocery shelves across the country.
How a digitally native brand turned retail expansion into a growth advantage
Magic Spoon was born online. Founded as a direct-to-consumer brand, it built a loyal following by reimagining a category that had gone largely unchanged for decades, offering high-protein, low-sugar cereals that didn't ask consumers to sacrifice taste for nutrition. As the brand expanded into nationwide retail and grew its portfolio to include protein granola and protein treats, it brought that same digitally native mindset with it — making platforms like Instacart a natural fit.
"Instacart is a key retail media network for us, and we approach it almost as its own retailer," said Shane Callahan, Sr. Director of Omnichannel Growth Marketing. "Given our broad distribution, the platform has been critical to scaling our business and driving revenue, whether through steady, always-on growth or increased investment around major launches."
Full-funnel automation that delivers results
Rather than relying on a single ad format, Magic Spoon has embraced a full-funnel approach on Instacart, deploying a combination of display, video, promotions, and sponsored products to engage consumers at every stage of their purchase journey.
A recent addition to the brand's strategy has been its use of Optimized Media Mix campaigns, which delivers an AI-drive media plan designed to acquire new customers. With a budget comparable to its sponsored product campaigns, Magic Spoon saw nearly 20% growth in new-to-brand consumers.
"It can be difficult to shift dollars away from search and into upper-funnel tactics," said Callahan,"but Instacart's scale and audience made that decision much easier, and we saw incredible results."
A partnership that keeps the strategy sharp
Beyond the performance metrics, Magic Spoon points to the quality of its working relationship with Instacart as a meaningful differentiator. The team meets with its Instacart representative monthly and communicates nearly every week, ensuring its advertising strategy stays closely aligned with the brand's evolving retail presence and business goals.
"Working with Instacart has been incredible," the spokesperson said. "We have a strong relationship with our representative, and that ongoing dialogue has been key as our business continues to grow."
A strategic bet on ecommerce that's paying off
Ecommerce is central to how Magic Spoon thinks about reaching and growing its consumer base. Instacart represents an expanding part of the business, and the brand sees significant runway ahead as both its retail distribution and the platform's consumer audience continue to grow.
By treating Instacart with the same strategic weight as a major retail partner, Magic Spoon has built an approach to ecommerce that drives measurable results and positions the brand for continued momentum.
What's next for Magic Spoon?
With a growing product portfolio, expanding retail distribution, and a proven retail media playbook, Magic Spoon shows no signs of slowing down. As the brand continues to evolve on Instacart — investing in new launches, refining its full-funnel strategy, and deepening its partnership with the platform — it stands as a compelling example of how better-for-you brands can use retail media to drive real, scalable growth.
For CPG brands looking to connect with consumers where they are already making purchasing decisions, Magic Spoon's success on Instacart offers a clear and compelling case for what is possible.
Prior results do not guarantee future outcomes.
This post contains third-party claims and descriptions provided by the featured third party brand. Instacart does not make any representation as to the accuracy or suitability of any of the information provided herein by the featured brand.
Looking to advertise with Instacart? Get started here.
