After ten years of friendship the two friends decided to create a business centered around their love for cereal. The business they created magic spoon is centered around the idea of bringing customers a cereal that has a balance of flavor and health benefits. The two founders wanted to bring their love of cereal into a product for adults to fill a niche in the market. Two managed to create a product that differs from other traditional cereals in two ways. First is in the ingredients Magic spoon uses. Instead of making their cereal out of highly processed grains and high fructose corn syrup like other cereals magic spoon uses ingredients like milk protein and a blend of natural sugars to create a product that is much higher in protein than other cereals and low in sugar and is gluten and grain free. The second way magic spoon differentiates themselves is in the way they allow customers to shop for their product. Magic spoon uses e-commerce to allow customers pick out a box of various flavors that are shipped directly to their home. Magic spoon also offers a monthly subscription program that sends new flavors to their customers every month promoting brand loyalty and encouraging customers to try new flavors of their product. Magic spoon is a perfect example of a business that identified a problem in an existing market and created a new niche to solve that problem and create a successful business at the same time.