Yippie Hippie Granola: My New Favorite Breakfast

Malcolm and Jennifer Irvin make and sell Yippie Hippie Granola.

Truth be told, I’m a yippie hippie granola type from my days at Syracuse University when I braided and baked loaves of whole-wheat bread in my dorm room. That's my justification for spending $7 for a package for Yippie Hippie Granola at the downtown Memphis Farmers Market.


So what’s my explanation for spending that much money again for a 12-ounce bag of cereal? I have never had a better power-up for my day. Made in small batches with rolled oats, nuts, and seeds, Yippie Hippie Granola is mixed with a blend of hemp, rice bran, and walnut oil and sweetened with agave nectar, raw honey, and maple syrup. There’s even a little cinnamon, lemon juice, and Amaretto liqueur in the recipe.


What those last three ingredients do for me is turn cereal milk into a flavorful breakfast finale. Then, as the morning rolls along, I realize I feel good. Finally, at 1 p.m., I almost miss lunch. Surprise: I'm hardly hungry.


Here’s the story behind the development of Yippie Hippie Granola: When Malcolm Ervin couldn’t find a good low-sugar, low-fat, high-protein breakfast, he invented his own. At first, he and his wife Jennifer packaged Yippie Hippie Granola in quart Mason jars and gave them away to friends. Now the couple sells pounds of granola at the farmers market every week and recently snagged Whole Foods as a corporate account.


In addition to granola, Yippie Hippie also makes granola bars in half a dozen flavors, and each bar packs a 7-gram protein punch.

Yippie Hippie Foods, Inc., 2086 Nelson, Memphis, TN 38104 (yippiehippiegranola.com).

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Memphis Stew

Growing, Cooking, and Eating Mid-South Food

About This Blog

Memphis Stew is a food blog that celebrates our city’s community table and the people who grow, cook, and eat Memphis food. It is edited by Pamela Denney, food editor of Memphis magazine, who sees food as a delicious way to build families, friendships, and a more healthy and sustainable future.

To contact Pamela, email her at pam@memphismagazine.com.

To contact Hannah Bailey, email her at bailey@memphismagazine.com.


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