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WE ♥ MueSLI

mymuesli, originating in Germany,  launched online in April 2007. We were the first company in the world to offer a service where you could mix your own personal muesli with more than 80 different organic ingredients - giving an incredible 566 quadrillion possible variations! All ingredients are 100% organic without any artificial flavours, preservatives or colours. Always. We promise.

Read on to learn more about our history...




How it all began - the story of mymuesli

The story of our organic muesli started with a car journey: We - Hubertus, Max & Philip - were driving to the lake for a swim and kept hearing the radio commercial for a well-known muesli brand. A few hours later we had decided: Not only that we wanted to make better radio advertising, but why not make better muesli? It should be organic without artificial flavours or colours, as well as sugar-free. Most important of all, it should be individually customisable!

Muesli is an ideal product to adapt individually thanks to its different ingredients and countless combination options. None of the traditional muesli producers had previously discovered their potential.



2007 was a very exciting year for us, on April 30 we officially launched mymuesli online. After just two weeks we had sold out. In addition, we won the startup award of the German Financial Times, enable2start. As well as the BayernOnline prize, a prize from the German Federal Ministry of Economics dedicated to startups in multimedia. And we were voted startup of the year 2007 by a jury of the online magazine Deutsche Startups. Just before the end of the year we also moved to a new production site. Now everything was bigger, better and more comfortable compared to our student apartment where everything started.


2008 rolled out with big plans, such as expanding in Europe so that mymuesli fans in Britain and Switzerland could also tailor their muesli. In Binningen, Basel, we opened an additional office and a small factory. During 2009, the Netherlands also had the privilege of enjoying our muesli. And the team continued to grow. Now we already had some experience and around Christmas we could deal with the expansion of the business in a more routine manner - without the problems in the supply chain we previously encountered.

2010 and 2011 were amazing: we moved again to a new factory and a new office. In addition, our one-of-a-kind muesli machine was put into action, which automatically mixes 566 quadrillion unique combinations of muesli. In 2016 we also opened the doors for Sweden with an online shop and store in Stockholm.


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