🍁 Dragons' Den CanadaHoly Crap Cereal
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Affiliate links · Last verified 2026-05-21 · 🌍 Outside the US? Amazon and eBay will redirect you to your country's local store automatically.
The Story
Originally called "Hapifoods," the cereal blends chia, buckwheat, and hemp seeds. Pitched on Dragons' Den Canada and grew into one of its biggest food success stories.
The Pitch on Dragons' Den Canada
Holy Crap Cereal appeared on Dragons' Den Canada (Season 5 (Canada)) in 2010. Brian and Corin Mullins pitched the product to the Dragons. $120K for 20% — Jim Treliving and Arlene Dickinson (split).
Where they are now: Got the deal. Famously rocketed from a farmers' market stall to airline catering and supermarkets.
Frequently Asked Questions
Is Holy Crap Cereal still in business?
Got the deal. Famously rocketed from a farmers' market stall to airline catering and supermarkets.
Who founded Holy Crap Cereal?
Holy Crap Cereal was founded by Brian and Corin Mullins.
Did Holy Crap Cereal get a deal on Dragons' Den Canada?
Yes — $120K for 20% — Jim Treliving and Arlene Dickinson (split).
Where can I buy Holy Crap Cereal?
Holy Crap Cereal is available on Amazon and eBay. We compare current prices across both at our /results page — link below.
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