Magic Spoon & Exo: Gabi Lewis and Greg Sewitz

Magic Spoon & Exo: Gabi Lewis and Greg Sewitz

Gabi Lewis and Greg Sewitz founded Magic Spoon to create a sugary breakfast cereal without the sugar. If that sounds daunting, consider their first business: protein bars made with cricket flour. Riffing on an idea that began as a college assignment, the founders ordered live crickets to roast at home, and worked with a top-rated chef to perfect their recipes. The only problem: getting people to eat a snack made of ground-up bugs. When Exo protein bars eventually stalled, the pair pivoted to another ambitious idea: breakfast cereal that tasted like the Fruit Loops and Cocoa Puffs of childhood–but minus the sugar and grains. Drawing on their roller-coaster experience with Exo, Gabi and Greg revisited winning strategies, and scrapped the plays that didn’t work, eventually building Magic Spoon into a nationwide brand.


This episode was produced by J.C. Howard, with music by Ramtin Arablouei

Edited by Neva Grant, with research help from Sam Paulson.


You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Episoder(780)

Southwest Airlines: Herb Kelleher

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In 1968, competitors sued to keep Herb Kelleher's new airline grounded. After a 3-year court fight, the first plane took off from Dallas. Today Southwest Airlines operates nearly 4,000 flights a day. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Celebrity Chef: José Andrés

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As a kid, José Andrés tended fires for his father's backyard paella cookouts. Later, he trained with the best Spanish chefs, and began building a restaurant empire that would transform the way many Americans dine out. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Music Mogul: L.A. Reid

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L.A. Reid began his music career as a drummer. Then he co-founded LaFace Records, discovering dozens of future pop superstars. Reid is now one of the most influential executives in the music industry. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Samuel Adams: Jim Koch

Samuel Adams: Jim Koch

In 1984, Jim Koch felt suffocated by his cushy but boring corporate job. So he left, dusted off an old family beer recipe, started Sam Adams, and helped kickstart the craft beer movement in America. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

31 Okt 201633min

Dermalogica: Jane Wurwand

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Jane Wurwand moved to Los Angeles with a suitcase and a beauty school diploma. She started what would become Dermalogica, an international beauty empire that set the standard for skin care. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Airbnb: Joe Gebbia

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A chance encounter with a stranger gave Joe Gebbia an idea to help pay his rent. That idea turned into Airbnb — a company that now has more rooms than the biggest hotel chain in the world. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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VICE: Suroosh Alvi

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Suroosh Alvi was a recovering addict when he started a scrappy underground magazine in Montreal. It grew into VICE Media — a multi-billion dollar company that has shaken up the world of journalism. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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Clif Bar: Gary Erickson

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Gary Erickson asked his mom, "Can you make a cookie without butter, sugar or oil?" The result was Clif Bar, an energy bar named after his dad — now one of the most popular energy bars in the U.S. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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