Offlimits Raises $2.3M for Plant-Based Cereal Innovation

OffLimits Secures $2.3 Million to Disrupt the Cereal Aisle

Emily Elyse Miller, the founder and CEO of OffLimits, described the launch of her company amidst a global pandemic as a uniquely challenging, yet ultimately successful, experience.

Miller explained to TechCrunch that a common perception links “fun cereal” with unhealthiness. Her goal was to reintroduce enjoyment into breakfast while prioritizing health.

From Fashion to Food: A Journey of Discovery

Prior to OffLimits, Miller divided her time between the worlds of fashion and food. She was a student at the Fashion Institute of Technology and later worked in trends and forecasting.

During this period, she began writing about both food and design, undertaking extensive international travel. This led to a fascination with morning routines and collaborations with chefs to offer breakfast service.

Her exploration culminated in the authorship of a book dedicated entirely to the subject of breakfast.

OffLimits: A New Approach to Cereal

OffLimits was initiated in 2020, emerging from the startup studio at Science Inc. The brand distinguishes itself through the use of whole ingredients.

Its cereal varieties – Dash, which infuses milk with cold brew coffee, and Zombie, boasting a pandan flavor reminiscent of vanilla – are organic, vegan, gluten-free, and subtly sweetened with organic cane sugar.

Currently, these cereals are available for purchase both online and in select stores, including Intelligentsia, at a retail price of $8.50 per box.

Fueling Growth with New Funding

The company has recently announced a $2.3 million funding round, encompassing contributions from friends, family, and both pre-seed and seed investors.

Key backers include Science Inc., Crosslink, Canaan, Dana Cowin (CEO of DBC Creative), Marc Lotenberg (CEO of Surface Magazine), Nick Tran (TikTok executive), and Moksha Fitzgibbons (president of NTWRK).

Addressing a Multi-Billion Dollar Market

Miller highlighted the substantial size of the breakfast market, valued at $16 billion in the U.S. and $30 billion worldwide.

Recognizing the capital-intensive nature and production complexities of building a cereal brand, the new funding will be allocated to expanding retail presence, recruiting additional personnel, and bolstering inventory levels.

Challenging Legacy Brands

Over recent years, several new cereal brands, such as OffLimits, have emerged, presenting established brands with opportunities to adapt to evolving consumer preferences.

However, Miller noted that many legacy brands have yet to fully embrace this shift.

“There’s significant potential for growth, particularly given the Gen Z tendency to question established brands,” Miller stated. “We aim to champion innovation, and we are among the few entirely plant-based options available – a surprisingly uncommon finding.”

Expanding the Flavor Portfolio

Alongside the funding announcement, OffLimits unveiled new flavors: Spark, a strawberry-flavored cereal enriched with antioxidants, and Flex, a cinnamon-flavored option geared towards health-conscious and fitness-focused consumers.

To celebrate its first anniversary, the company is offering a “birthday pack” allowing customers to sample all four flavors.

Responding to customer feedback indicating a preference for mixing flavors, the pack is designed to encourage personalization.

Furthermore, an edible glitter product is slated for release in September, promising to “transform the cereal bowl into a disco party,” according to Miller.

Scaling Production and Enhancing the Customer Experience

Having already sold out twice, the company is currently in its third production run.

Future plans include the introduction of mini boxes designed for direct milk pouring and ongoing optimization of the supply chain to support continued growth.

Unique Branding and Mascot Development

Miller emphasized the importance of the cereal boxes and accompanying mascots.

Each cereal flavor features a distinct mascot with a dedicated profile on the company website, including a pink female bunny for Dash and a cereal-loving zombie.

“We intentionally avoid imposing rigid narratives on these characters, allowing them to evolve and resonate with diverse subcultures,” Miller explained. “Our aim is to appeal to a broad spectrum of counter-cultural identities.”