Backflip

Backflip is a better-for-you kids' breakfast cereal brand co-founded by YouTube creator Ben Azelart and serial entrepreneur Shaun Neff, launched in July 2026 with national distribution at Target. Its crunchy star-shaped cereals deliver 6g of protein per serving and up to 46% less sugar than leading conventional counterparts, and are made without synthetic dyes, seed oils, gluten or BHT. The line debuted in four flavors: Fruit Galaxy, Strawberry Milkshake, Chocolate Sundae and Cinnamon Magic. Packaging and mascot artwork were hand-illustrated by artist duo DabsMyla.