If the fitness sphere had its own zodiac calendar, 2024 would be the year of protein.
Costco is now in the protein powder business. Fitness influencers on every corner of the internet are feverishly quantifying the protein intake based on a grams-per-dollar basis.
It’s a total tail-wagging-the-dog-moment. If you’re a devout protein disciple, nostalgic delicacies like a sugary bowl of cereal just aren’t looked at the same.
Gymshark and Surreal are pulling on the heartstrings of our inner child while tending to our adulthood fitness endeavors with a familiar pantry staple: Cardi-Os. Gymshark’s partnership director, Calum Watson, chimed in with equal enthusiasm: “We love what the team at Surreal is doing—their mission, product, and branding are all very striking.”
If you were hoping for Gymshark barbell grips to be waiting at the bottom of the box, the British duo isn’t leaning that hard into 90s cereal marketing, but the nutrition facts might be equally prized. The limited-edition morning treat is strawberry milkshake flavored and boasts 13 grams of protein, 8 grams of carbs, and 124 calories per serving.
Fixating on protein or adhering to a keto diet can quickly spiral into self-improvement. Wheat pasta gets swapped for garbanzo-derived noodles, only buying low-fat dairy products, and perhaps foregoing cereal completely.
Surreal’s co-founder Jac Chetland addresses the all-too-common frustration.
“Working out and achieving protein goals are inseparable. Whether it’s gulping down raw eggs, eating chicken, rice, and broccoli for dinner yet again, or even extracting protein from the calluses on their hands, weightlifters have limited choices. Now they have a tastier option.”
While the partnership is exciting, Gymshark’s involvement might be the only thing novel about it as protein cereal has rested in the spoon’s of the macro-conscious before.
Magic Spoon was the first household name for protein-packed cereal Their morning delight contains the same amount of protein per serving with only half as many net carbs. This could be a dealbreaker if you’re on team keto and not just trying to hit your daily protein goal.
As of right now, Cardi-Os are a UK exclusive. Starting at £24 for a 4-box bundle, this limited-edition cereal is available online and in Gymshark’s London stores.
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