mymuesli

The Origin and Philosophy of mymuesli

Found in 2007 in Passau, Germany, mymuesli was established by three 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, allowing customers to choose from over 80 organic ingredients to create their own unique breakfast blend. This commitment to organic quality and mass customization helped the brand grow rapidly from a digital-first startup into a major European food retailer.

Manufacturing and Quality Standards

The production of mymuesli takes place primarily at their headquarters and production facility in Passau, Germany. The company emphasizes high-quality, organic ingredients, most of which are sourced from local suppliers within Germany or neighboring European regions. By maintaining centralized production, they ensure that their strict organic certifications and mixing accuracy for custom orders remain consistent across their entire product line.

Ownership and Global Presence

While it began as an independent founder-led venture, mymuesli has seen transitions in its corporate structure. In early 2024, the company was fully acquired by the Katjes Group (through its investment arm Katjes Global Ventures). Katjes, a prominent German confectionery company known for its focus on plant-based and sustainable products, now acts as the ultimate owner. This partnership aligns mymuesli with a larger corporate network focused on natural food innovation and sustainable retail practices.