What Mymuesli does

Mymuesli AG is a German producer and direct-to-consumer retailer of organic breakfast products, founded in 2007 and headquartered at Sailerwöhr 16, Passau, with 501–1,000 employees. Its signature offering is a DIY Muesli Mixer — an online configurator that lets customers build personalized muesli blends from over 80 organic ingredients and customize packaging — operated on a Shopify storefront backed by AWS infrastructure. The company also sells a broad portfolio of pre-configured organic products including muesli, granola, ready-to-eat cereals (Kakao/Zimt/Karamell Pops), porridge, protein and low-sugar lines, snacks, accessories, and the Tree of Tea sub-brand of loose-leaf teas; it maintains a Disney-licensed children's muesli line and a DFB (German Football Association) co-branded line. All products carry EU Bio Siegel and DE-ÖKO-037 organic certification, are produced in Passau without palm oil, and ship via DHL GoGreen.

The business model is primarily direct-to-consumer e-commerce across five localized European markets (Germany, France, Netherlands, Belgium, Switzerland), supported by a recurring Abo subscription service and a points-based mymuesli Club loyalty program. Pricing spans budget surprise items (€2.85–€4.50) through standard SKUs (€8.95–€9.95) to premium limited editions (up to €26), with free shipping above €59 in Germany. A secondary B2B/corporate gifting channel operates via a dedicated inquiry portal. Marketing is multi-channel, combining organic content and SEO, paid search and social advertising (Google, Microsoft, Meta, TikTok, Pinterest), affiliate (AWIN), email (Klaviyo, Mailjet), and brand collaborations with Disney, DFB, WDR Die Maus, Pantone, and Mepal. In May 2023, Katjes Greenfood acquired a minority strategic stake, adding a plant-based food-industry investor alongside earlier investment from GENUI Partners (2016).

Name

Mymuesli

Legal name

mymuesli AG

Website

https://mymuesli.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Mymuesli AG is a German organic breakfast-cereal producer (founded 2007, Passau) selling customizable and pre-configured muesli, granola, porridge, snacks, and tea via DTC e-commerce in five European countries, complemented by a subscription (Abo) and loyalty Club.

Ownership category

akta.pro rank

Product category

Organic Breakfast Cereals

NAICS

Breakfast Cereal Manufacturing (31123), Other Specialty Food Retailers (44529), Food Manufacturing (311)

SIC

Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Breakfast Foods & Cereals (Cereal, Granola, Oatmeal) (CRADAAAE)

akta.pro secondary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Organic breakfast cereals
• Custom muesli blending
• Direct-to-consumer food
• Organic granola products
• Subscription breakfast boxes

Headquarters

HQ city

Passau

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer sales of muesli, granola, cereals, porridge, snacks, tea (Tree of Tea sub-brand), and accessories through e-commerce platform with 178+ products. Includes both one-time purchases and subscription (Abo) model.
2. Subscription (Abo): Recurring subscription model for regular muesli deliveries with loyalty benefits through the mymuesli Club program
3. Corporate/B2B Sales: Corporate inquiries and B2B sales through dedicated business portal (mymuesli Firmen & B2B Anfragen)

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Mymuesli manufactures and sells 100% organic breakfast products — muesli, granola, cereals (Cerealien), porridge, snacks, and teas — direct-to-consumer via its own Shopify e-commerce platform. Its signature offering is the DIY Muesli Mixer, an online configurator that lets customers blend a personalized muesli from over 80 organic ingredients and customize the packaging, complemented by ready-made Bio Muesli lines (chocolate, fruit, Bircher, paleo-nut, body-balance), a Tree of Tea loose-leaf tea sub-brand, recurring Abo subscriptions, and a points-based loyalty Club.

Product overview

Mymuesli is a German organic muesli company founded in 2007, headquartered in Passau, offering both customizable DIY muesli (via a signature mixer tool with over 80 organic ingredients) and a broad portfolio of pre-configured organic muesli products. The core product is the DIY Muesli Mixer, supplemented by ready-made Bio Muesli lines (chocolate, fruit, Bircher, paleo-nut, body-balance). The company extends its offering through Bio Granola, Bio Cerealien (Kakao/Zimt/Karamell Pops), Bio Porridge (Classical, Wildberry Chia, Chocolate Brownie), Bio Snacks (protein bars, Nut Butter Balls), and accessories. A notable sub-brand is Tree of Tea (organic loose-leaf teas, ice teas, accessories). Specialized lines include Low Sugar (70% less sugar), Protein (20%+ protein), and Disney-licensed children's muesli. The company operates subscription (Abo), loyalty (Club), and trial bundle programs, and sells limited-edition seasonal and collaborative products.

Differentiator

Problem solved

Functional benefit

Brands

• Tree of Tea: A bio tea brand offering loose leaf teas, tea accessories, and tea sets including green tea, black tea, herbal tea, rooibos, and fruit teas.

Products and services

• DIY Muesli Mixer Custom muesli configuration tool that lets customers select from over 80 organic ingredients, personalize a blend, name it, and order it in a personalized container — the company's signature offering since 2007.
• Bio Muesli (Ready-Made) Pre-configured organic muesli varieties including chocolate, fruit, chocolate-fruit blends, Bircher, paleo-nut, and body-balance lines, sold in standardized packs and personalized cans.
• Bio Granola Organic crunchy granola cereals in multiple flavor profiles such as Blueberry Cassis, Chocolate Hazelnut Almond, and Strawberry Almond.
• Bio Cerealien Organic ready-to-eat cereals including Kakao Pops, Zimt-Pops, and Karamell-Pops, positioned as healthier alternatives to conventional sugary cereals.
• Bio Porridge Organic instant porridge products in varieties such as Classical, Wildberry Chia, Raspberry Coconut Cherry, and Chocolate Brownie, prepared with hot liquid.
• Bio Snacks Organic snack offerings including protein muesli bars (Wild Berry, Salted Caramel, Dark Choc), Nut Butter Balls, and surprise discounted near-expiry snack bundles.
• Tree of Tea Sub-brand offering premium organic loose-leaf teas including white, green, black, herbal, rooibos, and fruit teas, plus ice teas, tea accessories (Tea Maker, tea glasses, 2go Bottle), and curated tea sets.
• Disney Muesli Children's organic muesli products featuring Disney character licensing, including Disney Mini Geschenkbox sets and character-themed varieties.
• Mymuesli Abo (Subscription) Recurring delivery subscription service for regular muesli orders; subscribers receive scheduled shipments and can manage, pause, or cancel via the online account.
• Probierpakete (Trial Bundles) Discovery bundles and trial packs allowing customers to sample multiple muesli varieties before committing to full-size purchases.
• Muesli Zubehör (Accessories) Breakfast accessories including muesli bowls, Mepal to-go cups (multiple sizes and colors), and branded serving items.
• Bio Geschenksets (Gift Sets) Pre-packaged organic gift sets available for various occasions including holidays, celebrations, and corporate gifting.
• Limited Editions & Seasonal Products Time-limited and limited-quantity product releases including Summer Müsli, Winter seasonal items, Pantone collaborations, Pride Love Wins, DFB World Cup collaborations, and Jubilee anniversary specials.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration27 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DisneycoreGTM or Marketing PartnerLicensing partnership featuring Disney characters on muesli products including Disney Marvel, Disney Minis, and themed cereals. Products include Disney Schoko-Himbeer Spaß, Disney Guten Morgen Löwe, and Disney Mini Geschenkbox.
• DFB (Deutscher Fußball-Bund)coreGTM or Marketing PartnerGerman Football Association partnership featuring DFB branding on muesli products including DFB Mannschafts-Mix, player-specific mixes (Kimmich, Havertz, Adeyemi, etc.), and DFB Fan-Paket for World Cup 2026 celebrations.
• WDR Die MausminorGTM or Marketing PartnerChildren's TV character 'Die Maus' featured on child-friendly muesli products including Supermaus Müsli and Superelefanten Müsli.
• PantoneminorGTM or Marketing PartnerLimited edition collaboration featuring Pantone color-matched products such as Coconut Dream muesli with Pantone color 13-1023.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Barnhouse: German organic muesli brand offering a similar customizable mix concept (Müsliriegel, organic muesli blends) with a comparable natural/organic positioning. Closest head-to-head competitor in the German organic breakfast cereal category.
• Seitenbacher: German family-owned breakfast and muesli brand with a strong organic range. Competes directly with Mymuesli on organic muesli SKUs across German food retail and DTC.
• Vitalis: Swedish organic muesli and cereal brand (part of Midsona) with a similar natural/healthy positioning. Directly comparable product portfolio and target consumer.
• Jordans: UK organic cereal and muesli brand owned by ABF. Comparable premium organic positioning, similar SKU structure (muesli, granola, cereal bars), and target health-conscious consumer.
• Dorset Cereals: UK premium organic muesli and granola brand. Closely comparable on premium price point, organic positioning, and gifting-oriented product presentation.
• Whole Earth: UK organic food brand with a muesli and cereal range. Comparable premium organic positioning, health-forward product story, and DTC/retail distribution mix.

Broad incumbents

• Kölln: Germany's leading oat and muesli brand (Köllnflocken) and a major CPG incumbent. Competes in the same category at much larger scale through mass-market retail channels.
• Dr. Oetker: Large German food conglomerate with a muesli and breakfast cereal range. Operates broadly across baking, frozen, and breakfast categories, providing scale competition rather than a niche overlap.

Regional players

• Nature's Path: North American organic cereal and granola brand with similar organic, non-GMO positioning. Comparable product portfolio but operates primarily in US/Canada rather than competing directly in Europe.

Others

• Alnatura: Major German organic food retailer and brand. Sells own-brand and partner organic cereals in physical retail, functioning as both a potential distribution channel and a competing organic cereal brand in Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/mymuesli

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mymuesli