SOURCE: Holy Crap Cereal

Holy Crap Cereal

January 06, 2016 19:00 ET

Dragons' Den Beer Baroness Manjit Minhas Takes Over as Holy Crap Co-CEO

GIBSONS, BC--(Marketwired - January 06, 2016) - A bidding war on CBC's Dragons' Den Second Chance special on January 6, 2016 resulted in a deal for Holy Crap cereal. In a surprise twist, after shaking hands on a deal with Jim Treliving, Brian and Corin Mullins ended up finalizing a deal with Manjit Minhas with Treliving's blessing. "Jim felt that Manjit, acting as co-CEO of Holy Crap, would be the better partner for us in the highly competitive cereal aisle," explains Corin Mullins, Holy Crap co-founder.

"I feel that Holy Crap with proven sales of the company's recipes has barely scratched the surface of its true potential as a real organic food game changer," said Manjit Minhas. Mrs. Minhas added, "I look forward to spearheading the retail, on line, and food service push by meeting with the national firms that we already have deals with in order to take Holy Crap to the next level of growth."

"That's really our big move with Manjit... By bringing her youth and energy on board we hope to duplicate her success with private label and co-branded products," said Brian Mullins co-Founder. 

Holy Crap, the world's most amazing breakfast cereal, was born in 2009 with plant-based organic ingredients that were safe for people to eat with food allergies. The nutrient dense cereal is now certified organic, gluten-free, and non-GMO Project Verified. It's vegan, high in fibre, protein, and packed with Omegas-3s. Holy Crap, Skinny B, and Holy Crap Plus Gluten Free Oats are now sold in over 2,500 stores, online in Canada, and on US Amazon.

One of the most successful Canadian reality programs, DRAGONS' DEN averaged nearly one million viewers each week during the 2014/15 season, reaching one-third of all Canadians. DRAGONS' DEN is filmed at the CBC Broadcasting Centre in Toronto and airs Wednesdays at 8 p.m. (8:30 NT) on CBC Television. Tracie Tighe is executive producer and Molly Middleton and Amy Bourne are senior producers that worked with Holy Crap on Season 5 as well. Dianne Buckner hosts.

If you are interested in speaking with Manjit Minhas or Jim Treliving, host Dianne Buckner or Corin and Brian Mullins, please feel free to contact Kylie McGregor, entertainment publicist, at 416.205.8638 or Kylie.McGregor@CBC.ca.

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