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April 30, 2007

MyMuesli launched -- Create custom cereal online

My MuesliWhenever I am asked what the next big trend in customization is, one of my answers always is food. And one example that I am always referring to is custom cereal. While the cereal shelf space is pretty impressive in many supermarkets, there still is demand for more choice.

Consider food allergies in line with personal taste preferences, and add the wellness and functional food trend – as a result, you easily find many reasons why we want custom cereal. But to get custom cereal -- or any other custom food item -- we had to go the conventional way of craft customization, i.e. prepare our food from basic ingredients from the scratch.

Or select the artificial option: Nutrition supplements have been available in custom varieties since years. But now, one of my basic foot items can be conveniently mass customized, too: Muesli.

MymuesliI just placed my order for a custom box of muesli. No raisins, but plenty of mango and apricots. No hazelnuts, but cashews and pine. And some magic Alfalfa (what ever this is, but is seems to be good). By doing so, I stepped into the typical MC consumer trap: Motivated by a cheap basic price and rather small additional premiums for additional items, I ended up with a Muesli that will cost about 4 times more per pound compared to my standard organic muesli mix. But it is custom, comes in a nice box, and has my name on it. So who cares?!

MC veterans will remember General Mills’ pilot in the same area, mycereal.com, but this venture never went online in full scale (a review of the old site is here).

Today, three business school graduates from Germany have launched Mymuesli (of course in beta). Max Wittrock, Hubertus Bessau and Philipp Kraiss offer customers on their rather simple site a simple, but working configurator to create complex custom mixes from more than 75 ingredients. While the site is not the latest in web design, I like the idea – and I am curious to see how the site develops!

Context: In case you are able to understand German, you can read the founders' story in their blog.

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» Geschäftsidee online: Müsli selber mischen from Ideentower
Gerade im Blog von MassCustomization Papst Piller aufgeschnappt: Das Müsli zum selbst zusammen stellen. Echt Clever - in nur drei Schritten wählt man seine Grundzutaten, dann kommen die Fruchtstücke (von Mango über Apfel bis hin zu Datteln) und dann no... [Read More]

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