Holy Crap is launching its new single serving cereal cup January 19 at the Winter Fancy Food Show in San Francisco. An extension of its highly popular cereal bags, the Holy Crap single serving cereal cups are recyclable and will open new venues to introduce the product.
In a different sort of launch last year, Holy Crap cereal was shipped to NASA in single serve packages for Mission Commander Chris Hadfield’s menu during Expedition 35. The Canadian commander reportedly dubbed the product “the best taste in space,” according to Lyle Hartley, director of HapiFoods Group Inc., makers of Holy Crap organic chia-based cereal.
A photograph sent by the astronaut showing Holy Crap from the International Space Station, inspired the British-Columbia company to create single serve cereal cups for customers, not just in space, but all over the world. The cereal cups can be eaten either hot or cold – on earth or in orbit.
The company renamed its signature cereal to “Holy Crap” in the early stages of development. The change mirrored what customers said when tasting the cereal – often followed by “This is good.” While the name is an attention-grabber, the product is a quality raw food with Omega 3 rich chia seeds, hemp and buckwheat, dried cranberries and apples, that keep customers wanting more, say company officials.
An appearance on the Canadian reality TV Dragon’s Den boosted interest in Holy Crap breakfast cereal just about a year after it rolled out its first product in 2009. The popular show gives aspiring entrepreneurs a chance to pitch their products to heavy-hitter investors and exposure on national TV.
HapiFoods Group expanded quickly. In Canada the line is now sold in more than 2000 retail stores. Meanwhile demand continues to grow in the United States, where the number of stores that carry Holy Crap breakfast cereal doubled since last year. “We are now with Kroger’s QFC stores in the Pacific Northwest with plans for more stores to come in other states along with Natural Grocers and other grocery and health food stores,” says Hartley.
Customer demand is driving expansion plans in Europe, Asia and the Middle East. Company representatives recently visited Shanghai, Hong Kong, Dubai and Abu Dhabi to meet with distributors and retailers, says Hartley.
Success of Holy Crap has not gone unnoticed. Recently Ernst and Young honored CEO Corin Mullins with an award that recognizes women entrepreneurs. Corin, who founded HapiFoods with her husband Brian Mullins, was among a dozen women to receive the Entrepreneurial Winning Women 2013 award as part of an executive leadership program for dynamic women whose businesses show high potential for growth.
“We are honored that Corin is the first Canadian winner,” says Hartley.
The Holy Crap new single serve cereal cups are already being sold at the general store on the University of California San Diego campus, noted Hartley. The company would like to get more schools and universities on board and hopes to have the cereal cups included in healthy snack vending machines. Plans are underway to also market the cups to grocery stores, delis, and convenience stores, as well as to hotels, corporate employee programs, health care facilities, hospitals, government offices, and coffee shops. Given that the product has already made it into space flight, it seems there are no limits where it might land next.