# Magic Spoon & Exo: Gabi Lewis and Greg Sewitz

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2024-02-12
- Length: 1h 11m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz

## Summary

Gabi Lewis and Greg Sewitz, co-founders of Magic Spoon, recount their journey from launching Exo, a failed cricket protein bar startup, to building Magic Spoon into a major cereal brand. They detail the supply chain failures of the cricket industry and the technical challenges of formulating a high-protein, sugar-free cereal using ingredients like allulose and dairy protein. The founders explain their strategic decision to raise significant venture capital to compete with incumbents like Kellogg's and General Mills, leveraging influencer equity pools and direct-to-consumer sales before expanding into major retail chains like Target and Walmart.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=0) Introduction: Gabi Lewis and Greg Sewitz of Magic Spoon and Exo
- [4:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=268) College origins and the pivot to cricket protein for Exo
- [10:38](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=638) Sourcing live crickets and creating cricket flour
- [19:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=1155) Kickstarter success and scaling Exo production
- [33:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=2025) Supply chain failures and the decision to sell Exo
- [38:56](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=2336) Identifying the cereal opportunity and formulating Magic Spoon
- [50:54](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=3054) Using allulose and dairy protein to replicate nostalgic flavors
- [56:58](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=3418) Raising venture capital and influencer equity incentives
- [1:04:21](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-02-12-magic-spoon-exo-gabi-lewis-and-greg-sewitz#t=3861) Manufacturing challenges and scaling to retail

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)

## Most relevant to

early-stage companies, companies scaling up

## Mentioned

- Magic Spoon (product)
- Exo (product)
- cricket flour (material)
- allulose (material)
- Kellogg's (company)
- General Mills (company)
- Target (company)
- Walmart (company)
- Collaborative Fund (company)
- Expo West (other)

## Related episodes from other shows

- [#249 - Expo Pitch Slam Recap with ChiChi Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-05-19-249-expo-pitch-slam-recap-with-chichi-foods) (The Startup CPG Podcast)
- [Founder Feature:  Elan Halpern & Kiki Couchman of Sourmilk](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-11-07-founder-feature-elan-halpern-kiki-couchman-of-sourmilk) (The Startup CPG Podcast)
- [Founder Feature:  Taylor Espinoza of Unicorn Bites](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2026-01-16-founder-feature-taylor-espinoza-of-unicorn-bites) (The Startup CPG Podcast)
- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
- [Dip Into Paradise with Founder Emily Edwards](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards) (The Startup CPG Podcast)

## Citing this page

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