In this episode of The Food Talk Show, host Ollie Lloyd interviews Johnny Shimmin, co-founder of Spoon Cereal and discusses the highly competitive cereal category and some of the cynical behaviour of some of the more prominent brands. Spoon began as a fun idea after a discussion with his future sister-in-law at a family barbecue over ten years ago and has evolved into a classic challenger brand that remains truly committed to taste and quality, something most of the cereal category ignore.  The brand began as a pop-up in food markets and gleaned broad consumer feedback, allowing significant product iteration and optimisation. It is now sold in a wide range of supermarkets and has recently collaborated with ManiLife to create the ultimate peanut butter granola product. The brand also plans to launch a healthier family cereal this autumn while maintaining competitive prices.   Edited by Stella Gent