Three Wishes (food)

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Three Wishes
Logo
Product typeBreakfast cereal
CountryUnited States
Introduced2019
Websitethreewishescereal.com

Three Wishes Cereal, more commonly known as simply Three Wishes, is a breakfast cereal brand launched by co-founders Ian and Margaret Wishingrad in 2019.

Description[edit]

Three Wishes is a brand of breakfast cereals made primarily from chickpea, pea protein, and tapioca.[1] Products are gluten-free and grain-free, and have relatively more protein and less sugar than most cereals.[2] Initial flavors included cinnamon, honey, and unsweetened;[3] cocoa,[1] frosted, and fruity flavors were subsequently added.[4] Sweeteners include monk fruit and organic cane sugar.[5] The cereals are certified non-GMO.[6]

The brand's name refers to Ian and Margaret, as well as their son. Products are packaged in translucent plastic sack liners within pastel cardboard boxes.[4]

History[edit]

Frustrated by limited healthy cereal options, spouses Ian and Margaret Wishingrad launched Three Wishes in 2019.[2] The launch followed 2–3 years of new product development at a cost of hundreds of thousands of dollars.[1][7][6] During this phase, the couple worked with food scientists and manufacturers to develop the brand's recipes.[7] They tasted more than 100 recipes for consideration.[6] Initially, the Wishingrads financed the project, until additional investors joined, including the co-founders of Rxbar (Peter Rahal and Jared Smith) and a former president of Post Consumer Brands (Steve Van Tassel).[5] Three Wishes is the first cereal company founded by a woman; Margaret serves as chief executive officer.[2]

The cereals were initially carried by the supermarket chains Sprouts Farmers Market, Wegmans, and Whole Foods Market,[2][4] approximately 150 natural and organic grocery stores in New York,[7] and Amazon.[3] Approximately 600 stores were stocking Three Wishes cereals by June 2020, including Erewhon Market and Stew Leonard's locations.[5] With fewer opportunities to offer product samples because of the COVID-19 pandemic, the couple hosted drive-through sampling outside their home in Scarsdale, New York, during a weekend in April 2020. The event implemented social distancing measures and was attended by between 50 and 100 people.[1][5][8] When the cocoa flavor launched in June 2020, Three Wishes released a video featuring a taste test and positive testimonials by actors Peter Ostrum, Paris Themmen, and Julie Dawn Cole of the 1971 film Willy Wonka & the Chocolate Factory.[5][9] Buddy Boeheim's commercial endorsement of Three Wishes in 2021 marked "the first traditional ad campaign featuring a college athlete". The company released a limited edition Buddy Box as part of the campaign.[10]

Reception[edit]

In 2019, Tanya Dua of Business Insider taste tested Three Wishes, comparing three flavors to Cinnamon Toast Crunch, Froot Loops, and Honey Nut Cheerios. She preferred the cinnamon and honey flavors over the unsweetened variety and summarized, "Overall, Three Wishes is a pretty great alternative for those looking to enjoy cereal minus the sugar and carb overload. Its honey and cinnamon flavors don't compromise on taste and are as good as any generic cereal in the market, and its O's are in fact, crunchier."[3] In 2020, Diane von Fürstenberg included Three Wishes in her Amazon collection commemorating International Women's Day.[11][12]

See also[edit]

References[edit]

  1. ^ a b c d Jiang, Hannah; Frank, Jacqui (August 7, 2020). "This couple made a grain-free cereal from tapioca, chickpeas, and pea protein". Business Insider Australia. Axel Springer SE. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  2. ^ a b c d King, Rachel (May 23, 2021). "The next wave of cereal is here". Fortune. ISSN 0015-8259. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  3. ^ a b c Dua, Tanya (November 29, 2019). "I tried the chickpea-based breakfast cereal that claims to be healthier than the regular kind and found it tastes just as good". Business Insider. Axel Springer SE. OCLC 1076392313. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  4. ^ a b c Breen, Amanda (June 1, 2021). "In Just One Year, This Cereal Creator Grew a Multi-Million Dollar Brand That's Now". Entrepreneur. ISSN 0163-3341. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  5. ^ a b c d e Ramaswamy, Swapna Venugopal; Rockland, Karen Croke (June 25, 2020). "Cast of 'Willy Wonka & The Chocolate Factory' reunite for new product". Observer-Dispatch. Retrieved July 6, 2021.
  6. ^ a b c Larkin, Michelle Gillan (October 13, 2020). "The New, Actually Healthy Cereal Your Kids Can Eat". Westchester Magazine. ISSN 1542-3409. Archived from the original on July 8, 2021. Retrieved July 8, 2021.
  7. ^ a b c Tampone, Kevin (March 4, 2020). "New cereal launched by Syracuse University alum lands on Wegmans shelves". The Post-Standard. Advance Publications. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  8. ^ Hiebert, Paul (May 7, 2020). "With In-Store Sampling on Hold, Brands Get Creative". Adweek. Shamrock Holdings. ISSN 0199-2864. Archived from the original on July 8, 2021. Retrieved July 8, 2021.
  9. ^ Lundstrom, Kathryn (June 30, 2020). "Three Wishes Cereal Tracked Down the Willy Wonka Cast to Test Its New Cocoa Flavor". Adweek. Archived from the original on July 8, 2021. Retrieved July 6, 2021.
  10. ^ McAllister, Mike (July 20, 2021). "Buddy Boeheim Gets Cereal Endorsement Deal". Sports Illustrated. Retrieved July 26, 2021.
  11. ^ Mattern, Jessica Leigh (March 8, 2020). "Diane von Furstenberg Just Launched a Collection on Amazon to Celebrate International Women's Day". People. Meredith Corporation. ISSN 0093-7673. OCLC 794712888. Archived from the original on July 8, 2021. Retrieved July 8, 2021.
  12. ^ Randone, Amanda (March 2, 2020). "Get a Head Start on International Women's Day with Diane Von Furstenberg". Refinery29. Vice Media. Archived from the original on July 8, 2021. Retrieved July 8, 2020.

External links[edit]

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