Three Wishes (food)

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Three Wishes
Type Private
Industry Consumer packaged goods (CPG), grocery
Founded 2019; 5 years ago (2019)
Founder(s) Ian Wishingrad, Margaret Wishingrad
Headquarters Westchester, New York
Area served United States
Products Cereal
Website threewishescereal.com

Three Wishes is an American food company that produces a high protein, low sugar and grain-free cereal available in four flavors: cinnamon, honey, chocolate and unsweetened. The cereals’ two primary ingredients are chickpea and pea protein.[1] Three Wishes Cereal is available for purchase in 700 stores in the United States.[2]

History

Ian Wishingrad is founder of BigEyedWish, an advertising agency that created campaigns for AT&T, Diageo, Nestlé, and Macy’s. His wife Margaret worked at the firm in operations.[3] After their infant son, Ellis, developed a taste for cereal, the couple did not like that the commercially available brands had high sugar content, so they conceived an idea for a product that was low-sugar.[4] Their intention was to create cereal that was "cleaner and more nutritionally-dense".[1]

The cereal was introduced in October 2019. It was created after two years of development.[5] The name Three Wishes came from the last name of the founders. Because they are three in the family, it represents the couple and their son - the three Wishingrads.[6]

Initial funding came from investors including Rxbar founders Peter Rahal and Jared Smith, as well as the former president of Post Cereal Stephen Van Tassel.[2]

The original flavors of Three Wishes Cereal included cinnamon, honey and unsweetened, and the composition formula is 70% less sugar and as much as eight times the protein of popular commercial brands of cereal. In addition, these cereals are gluten-free and do not contain any wheat, dairy, soy, oats, corn, rice or peanuts.[7]

In May 2020, the Wishingrad’s added a chocolate flavor to the Three Wishes cereal line. However, they faced the challenge of the Covid-19 pandemic restrictions preventing expansion in the market. With in-store sampling no longer an option, the couple turned their Westchester, New York home driveway into a drive-through sampling station for Three Wishes Cereal. Margaret wore a mask and gloves, and handed out pre-sealed samples to car drivers using long-handled tongs in accordance with the safety and health measures of the time.[8]

To launch their newest flavor, the couple asked three actors from 1971's[9] Willy Wonka & The Chocolate Factory to tape testimonials for the chocolate flavored cereal; Peter Ostrum, who played Charlie Bucket, Julia Dawn Cole who was Veruka Salt, and Paris Themmen, who played Mike Teavee, all appear in a short video that is shown on social media.[10]

Distribution

Three Wishes Cereal is available in over 700 stores in the United States including Stew Leonard's, Wegmans, Sprouts, Whole Foods, Erewhon,[11] and more, as well for purchase on Amazon.[12][4][8]

References

  1. 1.0 1.1 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 goodI tried the chickpea-based breakfast cereal that claims to be healthier than the regular kind and found it tastes just as good". Business Insider. https://www.businessinsider.com/three-wishes-chickpea-and-pea-protein-based-cereal-review-2019-11. Retrieved 8 July 2020. 
  2. 2.0 2.1 Watson, Elaine (May 5, 2020). "Watch: Three Wishes Cereal trial drive-thru sampling". Food Navigator. https://www.foodnavigator-usa.com/Article/2020/05/05/WATCH-Three-Wishes-Cereal-trials-drive-thru-sampling. Retrieved 8 July 2020. 
  3. Venugopal Ramaswamy, Swapna (June 24, 2020). "Golden ticket: Cast of 'Willy Wonka & The Chocolate Factory' reunite for new product". Lohud. https://www.lohud.com/story/life/2020/06/24/scarsdale-couple-reunite-willy-wonka-stars-new-cereal/3237747001/. Retrieved 8 July 2020. 
  4. 4.0 4.1 Tampone, Kevin (March 4, 2020). "New cereal launched by Syracuse University alum lands on Wegmans shelves". syracuse.com. https://www.syracuse.com/business/2020/03/new-cereal-launched-by-syracuse-university-alum-lands-on-wegmans-shelves.html. Retrieved 8 July 2020. 
  5. "Three Wishes Cereal" (in en). https://progressivegrocer.com/three-wishes-cereal. 
  6. Lavallee, Jules. "“Three Wishes” Cereal is Flying off the Shelves at Erewhon – Celeb Filled Grocery Store in LA! | The Hollywood Times" (in en-US). https://www.thehollywoodtimes.today/three-wishes-cereal-is-flying-off-the-shelves-at-erewhon-celeb-filled-grocery-store-in-la/. 
  7. "Three Wishes Cereal". Progressive Grocer. July 2020. https://progressivegrocer.com/three-wishes-cereal. Retrieved 8 July 2020. 
  8. 8.0 8.1 Venugopal Ramaswamy, Swapna (May 1, 2020). "Taste that: Scarsdale couple hold a cereal sampling drive-thru at their home". Lohud. https://www.lohud.com/story/news/local/westchester/scarsdale/2020/05/01/scarsdale-entrepreneurs-hold-drive-thru-cereal-sampling/3039904001/. Retrieved 8 July 2020. 
  9. "Willy Wonka & the Chocolate Factory (1971)". https://www.imdb.com/title/tt0067992/. 
  10. Lundstrom, Kathryn (June 30, 2020). "Three Wishes Cereal Tracked Down the Willy Wonka Cast to Test Its New Cocoa Flavor". Adweek. https://www.adweek.com/digital/three-wishes-cereal-tracked-down-the-willy-wonka-cast-to-test-its-new-cocoa-flavor/. Retrieved 9 July 2020. 
  11. Deseo, Jessica (April 2, 2020). "Healthy, Protein-Packed Cereal, Three Wishes Will Please Both Parents and Kids". The Die Line. https://thedieline.com/blog/2020/4/2/three-wishes?. Retrieved 13 July 2020. 
  12. "Elevator Talk: Three Wishes Reimagines Cereal with Healthy Ingredients". Nosh. January 2, 2020. https://www.nosh.com/news/2020/elevator-talk-three-wishes-reimagines-cereal-with-healthy-ingredients. Retrieved 9 July 2020. 


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