The Instagram Granola With a 17,000-Person Wait List

"Founded by Tom Bannister after Instagram-fueled attention from his wife Eva Chen, this luxury granola became a social-media phenomenon: ten-ounce bags sell for $20, a new flavor is released monthly, and the brand primarily moves product by subscription (at one point spawning a roughly 17,000-person waiting list and earning the nickname “the Birkin of granolas”). Playful and highly Instagrammable, it trades on scarcity and glamour — recent flavors include “ginger zing” — and leans into whimsy and surprise (the reviewer received a bag delivered by Uber in a Chanel shopping bag)." - Rachel Sugar