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!

Thanks to its different ingredients and countless combination options, muesli is an ideal product to adapt individually. None of the traditional muesli producers had yet discovered its 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 created by the German Financial Times, enable2start. Alongside this, we won the BayernOnline prize, a prize created by the German Federal Ministry of Economics dedicated to startups in multimedia. To top it off, we were voted startup of the year 2007 by the online magazine Deutsche Startups. By the end of the year we had moved to a new production site. Now everything would be bigger, better and more comfortable compared to the student apartment where everything started.


We rolled over into 2008 with big plans. We decided to expand 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. By 2009, the Netherlands would also have the privilege of enjoying our muesli. And the team continued to grow. With some experience under our belt we could now deal with the expansion of the business in a more routine manner. This would be without the problems in the supply chain we had 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 up our doors to Sweden with an online shop and a shiny new store in Stockholm.