Mymuesli

Mymuesli is a German food company that pioneered the concept of mass-customized breakfast cereal. The company was founded in Passau, Germany, on April 30, 2007, by three former students: Hubertus Bessau, Philipp Kraiss, and Max Wittrock. The idea originated during a car ride in the summer of 2005 when the founders, dissatisfied with the limited and often unhealthy choices in the cereal aisle, envisioned a service where customers could create their own ideal muesli mix. Despite a market survey indicating people wouldn't buy muesli online, they launched mymuesli.com, initially mixing and packing every order by hand.

The company's primary business is the online and offline retail of customizable organic muesli. Its business model is centered on mass customization, allowing customers to create their own unique cereal from over 80 organic ingredients, which translates to more than 566 quadrillion possible combinations. Revenue is generated through the direct-to-consumer sale of these customized mixes, as well as a range of pre-mixed mueslis, porridges, granolas, and snacks. Initially an online-only venture, Mymuesli expanded its distribution channels to include its own physical stores across Germany, Austria, and Switzerland, and partnerships with supermarkets. Following a strategic shift to an "online-first" approach, the company closed most of its physical stores to focus on its booming e-commerce business.

The core of Mymuesli's offering is the "Muesli Mixer," an online tool that allows users to select a muesli base and add a wide variety of ingredients like fruits, nuts, and seeds. This allows for a high degree of personalization to cater to individual tastes and dietary needs, such as gluten-free or high-protein diets. A key feature developed by the company is a fully automated mixing machine, the first of its kind, which assembles and packages these individual creations. Beyond muesli, the company has expanded its product portfolio to include organic leaf teas under the brand "Tree of Tea" and milk alternatives called "Nilk". The company emphasizes the use of 100% certified organic ingredients and has made efforts in sustainable packaging, such as offering customizable, eco-friendly tubes.

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