A Yorkshire breakfast brand has successfully raised £1.45 million in a new financing round. Barnsley-based Spoon Cereals, known for its granola products stocked in over 1,250 UK locations including Waitrose, Morrisons, and Ocado, as well as Switzerland's Migros chain, will use the funds to grow its retail presence and optimize its recently acquired manufacturing site.
Investment Details
The funding comes from the Angel Investment Network and Finance Yorkshire, alongside existing and new investors. In December 2025, Spoon Cereals purchased an 11,000 sq ft facility in Yorkshire, transitioning from an outsourced model to full in-house production. The capital will support the launch of co-branded and licensed products with Wildfarmed and Myprotein in 2026, and help secure additional retail listings.
Company Background
Co-founded by Annie Morris and Jonny Shimmin, Spoon Cereals has spent a decade building a challenger granola brand that has earned multiple Great Taste Awards. The company is chaired by Justin Cook, former CEO of Müller Yoghurts & Desserts UK, and has appointed Simon Hazlett, an experienced FMCG growth specialist, as managing director.
Leadership Comments
Jonny Shimmin, co-founder and CEO, said: "Spoon was born from our love of breakfast and the desire to make it better. Bringing manufacturing in-house has been transformational – it has de-risked our supply chain and opened up licensing opportunities that simply were not possible before. With the backing of AIN's investors alongside Finance Yorkshire, we have the capital and the platform to scale and build a genuinely purpose-led cereals brand that can compete at the top of the category."
Growth Plans
The company has already hired 10 employees and expects to add another 10 within the next 12 months. Finance Yorkshire chief executive Alex McWhirter described Spoon Cereals as "a fast-growing player in the breakfast retail market." Alexander Caparros, senior broker at Angel Investment Network, added: "Spoon Cereals is a brand with genuine consumer love, award-winning products, and a business that has just gone through a real step-change with the shift to owned manufacturing. Our investors recognised the quality of the team, the proven retail traction, and the signed licensing deals with Myprotein and Wildfarmed as a clear path to scale."
