The holiday season and healthiness are forever at odds.

On one hand, we have Thanksgiving foods like stuffing, sweet potato casserole, and all manner of gravy-glazed paraphernalia. And in the other hand, I have about two-dozen sugar cookies.

Look, it’s not the holiday season if you aren’t double-fisting and and doubling your fitting size.

But while most of us will be poppin’ buttons ’til we pop the last bottle on New Year’s Eve, Magic Spoon wants to make autumnal–winter flavor a little less embiggening.

If you recall, I reviewed Magic Spoon’s core four flavors not too long ago, deeming the brand, by and large, the most flavorful option for cereal lovers looking for a cereal with specifically streamlined nutritional info. Sure, it’s comparatively expensive and tastes like biomedically fortified Swole Cereal, but as long as you don’t expect a Lucky Charms or Cocoa Puffs, Magic Spoon delivers on its high protein, low carb promises.

And while many of these premium cereal startups tend to stick to a few flavors—as breakfast entrepreneurship is no doubt difficult when competing with billion-dollar brands—Magic Spoon has launched two new flavors to go toe-to-cloves-to-bowtie with the likes of Pumpkin Spice Cheerios and Boo Berry. Sure, blueberry and pumpkin are both familiar cereal aisle flavors by this point, but the addition of chai into the Pumpkin Chai variety is what really has my mind reeling like a barista trying to remember the components of a Pennywise Frappuccino.

You see this, General Mills? You just gonna let them corner the chai cereal market? Sounds like if you don’t drop a Chai-nnamon Toast Crunch sometime soon, you might be Magic-ally out of business. Just my perspective, at least.

Toast or not toast, you can buy a four-pack of these flavors on Magic Spoon’s website.