A 2-Month-Old Cereal Startup Is Outselling Every Breakfast Brand at Target

Backflip becomes the latest better-for-you startup to make a major play for the kids’ food.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Illustration: Inc; Photo: Adobe Stock, Backflip

This year, Americans were expected to shell out $103.5 billion for back-to-school shopping. The brand-on-brand battle to capture a slice of that record spending has not just been contained to pencils and laptops. 

In the grocery section, food brands are making a play for parents. Throughout the summer, shelves filled up with an onslaught of new better-for-you brands aimed at kids,........

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