mymuesli Bio Nuts & Seeds Crunchy Granola

Brand Heritage and Evolution

mymuesli was founded in 2007 in Passau, Germany, by three university friends: Hubertus Bessau, Philipp Kraiss, and Max Wittrock. The brand revolutionized the breakfast market by becoming the world's first startup to offer a customized muesli service online, allowing customers to mix their own cereals from over 80 organic ingredients. This innovative mass-customization model quickly gained international acclaim and expanded from a purely digital platform into physical retailers and company-owned stores across several European countries.

Manufacturing and Sourcing

The production and manufacturing of mymuesli products remain rooted in Germany. The brand emphasizes the use of organic, high-quality ingredients, often sourced locally to support sustainability. Their primary manufacturing facility is located in Passau, where the mixtures are assembled and packaged in their iconic cylindrical tubes. The specific product shown, the Bio Nuts & Seeds Crunchy Granola, adheres to strict European organic standards (EU-Bio-Siegel), ensuring no artificial flavors or colorants are used during production.

Ownership and Global Presence

While it began as an independent startup, mymuesli has seen significant investment to fuel its growth. In 2024, the Swiss company Katjes International, the investment arm of the Katjes Group, acquired a majority stake in mymuesli. By late 2024 and moving into 2025/2026, Katjes International has solidified its role as the ultimate owner, helping the brand scale its operations while maintaining its commitment to organic, high-quality breakfast solutions. The brand continues to operate prominently in Germany, Austria, Switzerland, and the Netherlands.