SURREAL expands reach with new national listing and extended range in Holland & Barrett and Whole Foods

SURREAL, the start-up breakfast brand re-imagining the world of cereal, has announced a new national listing, with Co-op. From 13th June, the retailer will take two of the brand’s best selling high protein cereal SKU’s; Cocoa and Cinnamon, rolling out across 500 stores nationwide.

Now the best-selling cereal brand in Holland and Barrett, Surreal’s most recent flavour; Choc Hazelnut, is confirmed to join the rest of the range from mid June. Whole Foods Market will also extend its range, with the latest launch available in all stores from next week.

Along with a thriving e-commerce shop, Surreal is now available in over 3,500 stores across Sainsbury’s, Holland & Barrett, Co-op, Ocado, Booths, Whole Foods Market and is also available to independents via wholesalers including CLF, CN Foods, Dundeis and Tropicana Wholesale.

Co-Founder Jac Chetland says: “We are so pleased to have secured the support of Co-op as we continue to drive national distribution for the range. Holland and Barrett and Whole Foods Market have been long standing retail partners for us, so we’re delighted to be able to extend and diversify our range with them, as we continue on our mission to shake up the cereal category.”

Born from the belief that healthy cereals don’t have to taste boring, SURREAL is the brainchild of founding friends Kit Gammell and Jac Chetland. Both having earned their stripes as Senior Brand Manager and Sales Director at Vita Coco, they left the business in 2021 to set up SURREAL, which has fast become the #1 contributor to value growth in the cereal category.