Three Wishes is healthy cereal that tastes like childhood indulgence, led by the cereal aisle’s first female founder, Margaret Wishingrad. While other cereals on the shelf force customers to choose between flavor and nutrition, there’s no compromise with Three Wishes. It’s high protein, low sugar, gluten and grain-free and made from ingredients like chickpeas, pea protein, and tapioca.

Today, let’s dive into the incredible journey of Margaret Wishingrad, the powerhouse founder of Three Wishes Cereal. In just 12 months since launching, Margaret and her husband, Ian, have transformed their concept into a multi-million dollar business. Their secret? A combination of strategic retail expansion, clever guerrilla marketing, and a delicious product that keeps customers coming back for more.

A Cereal Revolution

Three Wishes isn’t just any cereal; it's a game-changer in the breakfast aisle. As the first female founder in this category, Margaret has crafted a healthy cereal that offers the nostalgic flavors of childhood without the guilt. Unlike many cereals that force a choice between taste and nutrition, Three Wishes delivers both. With high protein, low sugar, gluten-free, and grain-free options, it’s made from ingredients like chickpeas and pea protein, ensuring that you can enjoy your breakfast without compromising on health.

Building a Brand: Where to Start

So, what’s the blueprint for launching a brand like Three Wishes? According to Margaret, it’s all about timing and confidence. There’s no such thing as being “too early” in the game. Once you have a product you’re excited about, don’t hesitate to start those conversations with retail buyers.

Margaret emphasizes the importance of adaptability. In the world of entrepreneurship, things don’t always go according to plan. Instead of panicking when something isn’t working, it’s crucial to pivot quickly and keep moving forward. Resourcefulness and flexibility have been key to their success, allowing them to navigate challenges without losing momentum.

The Power of Amazon

Margaret points out an interesting fact: 45% of online searches begin on Amazon, making it a powerful search engine in its own right. It’s essential for any new brand to prioritize this channel. The pandemic further highlighted the importance of being accessible to consumers looking for food options online. This shift in behavior means that businesses must adapt their strategies to meet customers where they are, including optimizing their presence on Amazon.

Finding a Gap in the Market

Margaret’s lightbulb moment came from her personal experience. She realized there wasn’t a healthy cereal option that met her family’s needs. Through conversations with potential consumers, she discovered a significant gap in the market. Many people weren’t consuming cereal because it was often just “nutrient-deficient grains.” This insight fueled the creation of a product she could wholeheartedly support—one that she was truly in love with.

Financial Foundations

Getting to this point wasn’t without its challenges. Margaret and Ian bootstrapped their business initially, investing $250,000 to develop a strong minimum viable product. This approach allowed them to gain confidence in their offering before scaling.

Launch Strategy: Knowing Your Consumer

A crucial part of their strategy was understanding who their consumer was. Margaret’s insights show that brands don’t always need to change consumer purchasing behaviors. Instead, they can create products that fit seamlessly into existing habits. Their initial sales strategy involved seeing how many boxes they could sell in-store, which then snowballed into greater success.

Key Takeaways

Reflecting on her journey, Margaret shares several key lessons. Firstly, the ability to adapt and pivot quickly is invaluable. She reminds us that embracing the unknown and being comfortable with rejection is part of the process. It’s not always easy, but it’s essential for growth.