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How did Holy Crap and Skinny B get their names

Brian and Corin Mullins at the Sechelt Farmer's Market

Co-founders, Brian and Corin Mullins of Sechelt, BC launched a breakfast cereal business in 2009. After testing 21 different recipes they sold 10 bags of the all organic chia seed, buckwheat, hemp hearts, cranberries, raisins and apple blend at the Sechelt Farmer's Market calling it Hapi Food.

In response to several customers trying it at the market and saying, "holy crap, this is good," Brian decided to re-name the cereal Holy Crap. Sales shot up 1,000% at the next week's market.

"The eye-catching and humorous name draws people in to try the cereal and then they tell their family and friends about the great taste and health benefits," says Corin.

The company's cereal line includes Holy Crap and Skinny B. Skinny B, a version of the cereal without the dried fruit, was named after the popular book, Skinny Bitch. The book promotes avoiding all sugar including the natural sugars found in fruit. The cereals are made from 100% organic ingredients, gluten-free, vegan, lactose-free, nut-free, sugar free and salt-free.


  • I wanted to commend you on a terrific product. I recently found it at Sobey's in Peterborough ON and grabbed it. Even though I am a frequent viewer of Dragon's Den, I missed your particular episode but I recall the excerpts on the tube. I will certainly be sharing the news of Holy Crap with my friends and family.
    By the way, Peterborough is NOT listed on your website as a source city.
    Keep up the good work.

    Mike Taylor
  • There's nothing like the relief of finding what you're looikng for.

  • It honestly is the most amazing. I do Fitness Modelling competitions and you have no idea how happy I am to have a breakfast that actually TASTES amazing as well as being good for you when I am training! I am actually eating Skinny B right now as I type this. The product is getting spread widely in the fitness world, and that right there is amazing in itself. Two thumbs up!

  • Here is a link to our Toronto store locator…


  • Is it available in Toronto. If not when? It sounds like a winner.
    Good luck.

    Norma Stevens

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