https://www.wired.com/story/pandemic-boosts-dtc-startups-magic-spoon/

Birthdays in quarantine have mostly been bittersweet, lonesome affairs. On Instagram, those who celebrated in April blew out candles in solitude or posted photos of their living rooms, filled with number-shaped balloons but absent any guests. There’s not much fun on a birthday when it’s a party of one.

But there was plenty of fun at Magic Spoon, a cereal startup celebrating its first year in business. The brand filled its Instagram with technicolored squares of birthday cakes, sprinkles, and heaping bowls of the high-protein, low-carb cereal it sells for $10 per beautifully illustrated box. Making it through year one as a startup seemed like cause for celebration, but so was the last month of sales, some of the highest Magic Spoon has seen yet.