Seven Sundays launches PB Puffs, a protein-packed, upcycled peanut butter cereal

Seven Sundays pushed deeper into breakfast protein with PB Puffs, a salty-sweet peanut butter cereal built around 10 grams of plant-based protein per serving and upcycled oat protein as the main draw. The launch lands squarely at the intersection of three things that still move shelf space in cereal, protein, cleaner labels and sustainability, but Seven Sundays is packaging them in a kid-friendly format rather than a sports nutrition playbook.

The formula leans on corn flour, dates and maple syrup for sweetness, while the brand says the cereal carries no refined sugar, no artificial flavors, colors or dyes. It is also positioned as non-GMO, gluten-free, glyphosate-free and upcycled certified. Seven Sundays is selling PB Puffs first through its own website, where the cereal is listed at $9.00 for an 8-ounce bag and $16.00 for a variety pack. The site also shows a chocolate peanut butter version, a sign the company is already testing flavor extensions at launch.

The product had been previewed ahead of Expo West in Anaheim, California, where Seven Sundays pointed attendees to Booth N1330 in a Feb. 27 press release for a first look. That rollout strategy fits the brand’s current posture: launch direct, let consumers react, and keep tight control over the message before pushing farther into retail.

PB Puffs is also an extension of a line Seven Sundays has been building for years. In 2023, the company and SunOpta introduced an Oat Protein Cereal made with SunOpta’s OatGold upcycled oat protein powder, a byproduct of oatmilk production. That earlier line came in four flavors, Simply Honey, Super Fruity, Maple Cinnamon and Chocolate Sea Salt, and delivered 5 grams of upcycled plant-based protein per serving. PB Puffs doubles that protein count, giving Seven Sundays a much stronger claim in the crowded better-for-you cereal aisle.

The company’s wider move makes the launch more interesting. Seven Sundays was founded in 2011 by Hannah Barnstable and is based in Minneapolis. In 2025, it expanded into about 10,000 new retail doors, including Target, Walmart and Kroger, and acquired its longtime manufacturing partner Birch Packaging in a step toward vertical integration. That backdrop matters because PB Puffs is not just another flavor launch. It shows Seven Sundays trying to scale a premium cereal platform that ties protein, upcycled ingredients and cleaner-label positioning into one product, while keeping manufacturing and brand control closer to home.