Surreal Variety Pack - High Protein Cereal – Low Sugar- Healthy Plant Based in Fibre Carb Gluten Free Vegan 13g of Protein, 0g Sugar 240g per Box 4 (1 x each)

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Sugar-free, protein-rich cereal that’s suitable for vegans (and everyone else) of all ages! Surreal is a gamechanger brand making plant milky waves in the breakfast industry. We couldn’t afford one of those special, flashy, custom billboards, so we decided to save some pennies and make our own billboard from scratch. Our not-so-secret blend of Stevia and Erythritol gives sweetness without the sugar crash or calories. Once we've ousted plates, we'll then fight those forkers in the cutlery industry (long live spoons), before completing the treble by fighting an international quiche conglomerate. Surreal has also been very intentional with their image. They have successfully crafted their image as an “offbeat brand”, whilst tapping into the aesthetic of childhood cereals, incorporating a health conscious yet playful image.

London design studio Onwards has crafted the “off-beat” branding for adult-orientated cereal brand, Surreal. This GRUELLING task involves giving cereal to people and having nice conversations with them if they want to chat (but this is London so they probably won’t) But that’s not stopped us teaming up with Doughnut Time UK and Toolstation to hammer home some advertising.The campaign will be live from July 18 to August 15, running across print and digital 96 and 48 sheets in London, Leeds, Manchester, Birmingham and Glasgow. Around 180+ billboards have been placed in these key cities. The finance team said we’d been spending too much money, so to shut them up we made the world’s most budget billboard.

Since their launch earlier this year, they’ve steadily been growing and gaining recognition as the new, disruptive cereal brand in the market. But how? Let’s face it, a bowl of seedy muesli might be healthier, but it just can’t satisfy taste cravings in the same way. All it took was a gazillion cardboard boxes, twelve rolls of gaffer tape, two ladders, and one fight about who got to play on the ladders. Couldn't be easier.

It’s Surreallllllllly Good

In other money-saving news, we've built our new office out of papier mache, and we now pay our staff with coins made out of tin foil. How do new brands make their mark in established and concentrated markets? As a startup, going up against larger-than-life household names can often be perceived as a losing battle, deterring a business from executing an idea to its fullest. But, there are the occasional instances where new brands have not only been able to break through, but actually stand their ground against competitive giants. And Surreal cereal is doing just that. The plate has sat atop its porcelain tower for too long and it’s time someone challenged it - which is why we’ve invented “bowls”. They’re sort of like plates, but better. In every way. Writer, scientist, amateur mycologist | I write stuff for a living. Mainly about vegan things, science, fungi, and travel. Find out more at Alice's Cerebrum Additionally, Surreal isn’t afraid to be disruptive. With a lot of their campaigns referencing big-name breakfast cereals with high sugar content, taking aim at the likes of Frosties on billboards around London. A less conventional strategy like this one feeds into their left-field approach but also increases visibility from established audiences.

Onwards has also designed a mascot for Surreal; a smiling face with a cereal bowl for a mouth. Ryrie describes the face as a secondary logo, which can adapt to a variety of expressions. “We wanted the whole brand language to feel surprising and uplifting and a little bit off-beat,” he adds. But breakfast cereal is notoriously un-vegan-friendly and, quite frankly, full of shite! High in sugar and low in pretty much everything nutritionally important, conventional cereals frequently leave us unsatisfied. They’re the last thing any health- or eco-conscious individual would wish to consume, let alone want their children to guzzle for breakfast each day.It’s most clear in the brand’s messaging, according to Ryrie. “The copy is thought-provoking, upbeat and a little bit eccentric rather than just fun and playful,” he says. These include taglines like ‘You cannot be cereal’ and “It’s surreally good”, which roll out across social media campaigns. The Forbes-listed brand, since its entry into the cereal scene, has employed creativity and humour to distinguish itself in the industry which has somewhat been starved of innovation for years.