ANN DURBIN Breakfast cereal could use a lucky charm. U.S. sales of the colorfully packaged morning staple have been in a ...

Magic Spoon ($38 for four boxes, originally $44). You may be wondering why we're hype about a fairly commonplace breakfast option, but Magic Spoon isn't your regular cereal.

US sales of the colorfully packaged morning staple have been in a decades-long decline, a trend back in the spotlight with ...

Some niche cereal brands, like high-fiber Poop Like a Champion cereal and high-protein, zero-sugar Magic Spoon, are already doing that. But legacy brands say they shouldn't be counted out.

Some niche cereal brands, like high-fiber Poop Like a Champion cereal and high-protein, zero-sugar Magic Spoon, are already doing that. But legacy brands say they shouldn't be counted out.

Some niche cereal brands, like high-fiber Poop Like a Champion cereal and high-protein, zero-sugar Magic Spoon, are already doing that. But legacy brands say they shouldn’t be counted out.

Some niche cereal brands, like high-fiber Poop Like a Champion cereal and high-protein, zero-sugar Magic Spoon, are already doing that. But legacy brands say they shouldn’t be counted out.