The business of keto, the diet that banishes carbs and embraces fat, is heating up. 🔥

Chances are you know someone who’s given the keto craze a try, or you’ve gone keto yourself. Doctors have been prescribing ketogenic diets to treat epilepsy for nearly a century and it may offer a solution for Type 2 diabetes.

Keto as a trend popped up in the last year or so, a reincarnation of the low carb Atkins diet that became popular in the 1970s. 👀

Keto has even extended to Product Hunt. First there was HVMN Ketone ($2.6M raised), a nootropic startup that came up with the a ketone ester. It's like keto in a bottle.

“The research behind ketosis is very compelling, and I'm really excited to see how HVMN Ketone will impact people's productivity and health.” - Hiten

In the past six months, there's been three product launches around keto meal planning, including Keto Meal Plans, Keto Food Search Engine and Keto Daily Recipes.

Earlier this year, Magic Spoon landed on Product Hunt with a beautifully branded, healthy cereal offering at $39/case (4 boxes). The cereal quickly went on backorder, seemingly hitting a nostalgic nerve for health-conscious consumers.

“I grew up loving cereal, like most people, and when I started to pay more attention to health and nutrition, I stopped eating cereal as often as it’s not the healthiest option. It came together by combining this food from my youth and recognizing that there’s this massive aisle in the grocery story that’s about an $11 billion market domestically, and it looks the same as it did a decade ago,” - Magic Spoon co-founder Gabi Lewis

Lewis told us why Magic Spoon could be the next pressed juice, and why selling healthy cereal direct-to-consumer is working.

“People deeply love cereal and are trying to avoid unhealthy food in general. People with restrictive diets like Keto even love it.”

Read the full story here.

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