How OffLimits Cereal Plans to Break Out of the Box

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In launching two new products and an immersive ecommerce platform featuring mascots for a new generation of consumers, cereal brand OffLimits wants to show consumers it's okay to be quirky. 

Launching online to start, Dash, is a coffee flavored cereal, while Zombie is a pandan (a South Asian tropical plant) and vanilla flavored cereal that also contains adaptogens. Dash’s mascot (for which the cereal is named), founder and CEO Emily Elyse Miller said, also is the first female cereal character. 

In creating the line Miller tried to bring together both functionality and fun, attributes she says most cereal brands feel forced to choose between. In addition, the company has layered in art, culture and style into the company ethos and products themselves.

“I wanted something that combined both where you have that culture, that character driven art style but with really thoughtfully sourced ingredients,” Miller said. “And then expanding that further, to actually be for modern consumers.”

In this interview with NOSH editor Carol Ortenberg, Miller discusses her creative process and where she feels mainstream CPG products are missing the mark, as well as what the process of raising venture funding was like for a new, female entrepreneur who isn’t worried about making a product that’s “going to please everyone.”

“At the end of the day, this brand is about building and supporting a community that I feel has been undervalued in mass CPG space,” Miller said. “Whatever starts in your head and whatever you feel that you’re missing as a consumer, make it. There are other people that will want that for themselves as well.”