PROTEIN LOOPS
April 17, 2026
BREAKFAST WAS BROKEN. SO GRANDPA FIXED IT.
There comes a moment in every civilization when someone has to stand up and say the truth. In this case, that someone was my grandpa.
One morning he opened a box of regular breakfast cereal, looked inside, and saw nothing. No surprise. No stickers. No mystery. Just flakes and disappointment. He said modern breakfast had lost its soul. So instead of complaining like everyone else, he did what he usually does when something annoys him, he decided to rebuild the entire category. That is how Protein Loops were born.
Created together with Graci, one of Latvia’s fastest-growing cereal brands, what started as a local success story has grown into an international producer exporting to more than 30 countries worldwide, proving that big ideas can come from small places. Grandpa said if someone was going to help fix breakfast, it had to be people who actually know cereals. They did.
Grandpa insisted on three flavors to start: Choko, Cinnamon, Tropical Milkshake. Made with whole grain oats and boosted with 23g of protein per 100g, Protein Loops delivers a high-protein, low sugar breakfast experience with balanced sweetness and no unnecessary overload - built for mornings that need more.
He also demanded that every box should contain something worth opening for. So inside, you’ll find collectible KIWIE stickers - different moods, different designs, and different rarities. Some common, some rare, and a few that should probably be kept in a vault. And for the lucky ones: A highly limited hand-painted porcelain bowl by KIWIE. Because if you’re going to eat breakfast, you might as well do it properly.
But this project is not only about cereal. A percentage from every box sold goes toward supporting young creatives through KIWIE FNDN - an initiative built to help the next generation of artists, makers, and original thinkers keep going. Grandpa says talent is everywhere. Support usually isn’t. So now breakfast does two things: Feeds you and helps someone create. Not bad for a box of loops.
Protein Loops are now out in the world. Find them in Rimi stores, test every flavor, collect the stickers, and if fortune respects you - maybe you’ll find the bowl. Grandpa already tried to keep them all for himself. He was stopped.
