Bold Foods

What Bold Foods does

Bold Foods operates mymuesli, a German direct-to-consumer organic breakfast-cereal brand founded in 2007 in Passau. The company's core product is the mymuesli Mixer, an online configurator that allows customers to build personalized muesli blends from 70+ organic (EU-Bio certified) ingredients, with 566 trillion possible combinations and the option to print the customer's name on the container. Around the Mixer, the company has built a broader SKU portfolio spanning pre-made Bio Müsli, Bio Granola, Bio Cerealien (Kakao/Zimt/Karamell-Pops), Bio Porridge, and Bio Snacks, plus dietary-vertical sub-brands targeting low-sugar, high-protein, vegan, gluten-free, paleo, and body-and-balance consumers, and licensed character lines (Disney, Die Maus, Superenten, Pixar). A subscription service (Muesli Abo) provides recurring monthly shipments and the mymuesli Club loyalty program layers in points-for-vouchers retention mechanics.

The business model is predominantly direct-to-consumer e-commerce through five country storefronts (Germany, France, Netherlands, Belgium, Switzerland) running on Shopify, supplemented by a dedicated B2B/corporate channel (mymueslifirmen.zendesk.com) and a retail-contact channel. Revenue is generated from one-time product sales (unit pricing from €5.99 to €52 across individual SKUs and bundles) and recurring subscriptions. Marketing combines organic/SEO, content (Rezepte blog), email, organic social, and loyalty mechanics, with strategic event-driven partnerships — most prominently a co-branded product line with the DFB (German Football Association) tied to Fußball-Sommer 2026 — plus licensed-character collaborations. All products carry EU-Bio-Siegel and DE-ÖKO-037 certifications, and shipping uses DHL GoGreen with free shipping above €59 in Germany.

Bold Foods is a privately held company with no disclosed investors, board, M&A history, or funding rounds in the provided data. Operations are stated to be active, supported by 5M+ cumulative customers served since 2007 and a 4.8/5 average across 25,000+ published reviews.

Name

Bold Foods

Legal name

mymuesli

Website

https://bold-foods.de

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Bold Foods operates mymuesli, a German DTC organic breakfast-cereal brand (founded 2007) that sells customizable muesli via its online Mixer (70+ organic ingredients) plus pre-made Bio Muesli, Granola, Porridge, Snacks, and dietary-vertical lines across five European markets via its own storefronts, subscription, and B2B channels.

Ownership category

akta.pro rank

Product category

Organic Breakfast Cereals

NAICS

Breakfast Cereal Manufacturing (31123), Snack Food Manufacturing (31191)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

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

akta.pro secondary industry

Breakfast Cereal Manufacturing (RTE, hot cereals, granola) (AFAKABAA)

Keywords

• Organic muesli
• Custom muesli builder
• Breakfast cereals
• Muesli subscription
• Organic granola

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

Revenue model

1. Product Sales (One-time): Direct e-commerce sales of personalized and pre-made muesli products. Customers purchase individual items, bundles, and gift sets through the online store.
2. Subscription (Abo): Recurring subscription model for regular muesli deliveries. Customers can subscribe to their favorite mixes for automatic periodic shipments.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

mymuesli manufactures and sells 100% organic breakfast cereals (muesli, granola, porridges, cereals, snacks) via a direct-to-consumer online storefront featuring a custom Mixer that lets consumers build personalized blends from 70+ organic ingredients. The offering spans one-time purchases, monthly subscriptions (Abo), themed trial bundles, gift sets, and licensed co-branded children's and sports ranges, supported by an organic quality position and free-shipping thresholds across five European markets.

Product overview

mymuesli is a German organic muesli and cereal company founded in 2007, based in Passau, Germany, offering both customizable personalized muesli through its Mixer (custom muesli builder) tool and pre-made organic muesli/granola products. The product portfolio consists of the core Mixer platform (allowing customers to create personalized muesli from 70+ organic ingredients), Bio Müsli (pre-made organic muesli), Bio Granola, Bio Cerealien (cereals), Bio Porridge, Bio Snacks, and Tree of Tea (tea brand extension). Specialized sub-brands include Low Sugar (70% less sugar products), Proteinreich (high-protein), Vegan, Glutenfrei, Paleo & Nuss, and Body & Balance lines. The company also offers subscription services (Muesli Abo), loyalty program (mymuesli Club), Probierpakete (trial packages), and Bio Geschenksets (gift sets). Licensed partnerships include Disney and Die Maus (German children's characters) products. All products carry EU-Bio and DE-Öko-037 organic certifications, with 100% organic ingredients sourced.

Differentiator

Problem solved

Functional benefit

Brands

• Tree of Tea: A tea brand operated under the mymuesli umbrella, launched as a separate collection (tree of tea).
• MicroMacro (Crunchy Crime)
• mymuesli Club
• Disney Muesli

Products and services

• mymuesli Mixer (Custom Muesli Builder) Online configurator that lets consumers build a personalized muesli blend from 70+ organic ingredients, choose a name for their mix, and have the name printed on the packaging, supporting over 566 trillion ingredient combinations.
• Bio Müsli (Organic Muesli) Pre-made 100% organic muesli product range in multiple flavor variants (Chocolate, Fruit, Chocolate & Fruit, Bircher, specialty) carrying EU-Bio and DE-ÖKO-037 organic certification.
• Bio Granola Organic granola products (Crunchy, Crunchy Granola, Bircher varieties) such as Blueberry Cassis Crunchy Granola, sold under EU-Bio organic certification.
• Bio Cerealien (Organic Cereals) Flavored organic breakfast cereals such as Kakao-Pops, Zimt-Pops, and Karamell-Pops marketed under the Bio Cerealien collection.
• Bio Porridge Organic porridge products for breakfast sold under the mymuesli Bio Porridge collection.
• Bio Snacks Organic snack products including fruit-based snacks and other healthy snack options complementing the muesli portfolio.
• Muesli Abo (Subscription Service) Recurring monthly subscription delivering personalized muesli products on a regular basis, with flexible management and cancellation options.
• Probierpakete (Trial Packages) Curated multi-flavor sample and gift bundles (e.g., Body & Balance Probierpaket, Low Sugar Crunch Probierpaket, birthday-themed gift packages) that let customers try multiple muesli varieties in one purchase.
• Low Sugar Produkte Reduced-sugar muesli and cereal SKUs (e.g., Low Sugar Berry Crunch, Low Sugar Choco Crunch, Low Sugar Yoghurt Raspberry Crunch) with 30%–70% less sugar compared with standard children's cereals.
• Proteinreich (High Protein) High-protein muesli SKUs (e.g., 20% Protein Choco Crunch) and Sport-Paket sport-nutrition bundles aimed at fitness-oriented consumers.
• Vegan Vegan-certified muesli products made without animal-derived ingredients, part of the dietary-specialization collections.
• Glutenfrei (Gluten-Free) Gluten-free muesli products for consumers with gluten intolerance or celiac disease.
• Paleo & Nuss (Paleo & Nut) Paleo-friendly grain-free muesli (e.g., Paleo Coconut Nut Crunchy) made without grains and built around nuts and natural ingredients for paleo-diet consumers.
• Body & Balance Balanced-nutrition-focused muesli SKUs and the Body & Balance Probierpaket trial package, emphasizing wholesome ingredients and a balanced nutritional profile.
• Bio Geschenksets (Gift Sets) Pre-packaged themed organic gift sets (including seasonal editions such as the 100% Bio Adventskalender) for gifting occasions.
• Disney Müsli Licensed Disney-branded children's muesli featuring Disney characters, with fun packaging targeted at the kids/family segment.
• Die Maus (The Mouse) Children's muesli branded with WDR's Die Maus (The Mouse) character, with 30% less sugar and integrated puzzle/riddle content on the packaging.
• Superenten Müsli Children's muesli featuring WDR's Superenten (Super Ducks) cartoon characters, with raspberries and honey flakes, 30% less sugar than standard children's muesli, and integrated riddle content.
• mymuesli x DFB Partnership Products Co-branded DFB (German Football Association) product line including DFB Mannschafts-Mix, DFB Fan-Pakete with official DFB-logo containers, and the DFB Spieler-Paket with customizable player mixes.
• Love Wins (Pride Edition) Limited Pride-themed special-edition muesli celebrating diversity and inclusion.
• MicroMacro / Crunchy Crime Crime/mystery-themed muesli product line combining breakfast consumption with storytelling entertainment (Crunchy Crime).
• Tree of Tea Tea brand extension under the mymuesli umbrella, offering tea blends and related products.
• Portionsbecher (Portion Cups) Pre-portioned muesli cups for convenient on-the-go breakfast consumption outside the home.
• Muesli Zubehör (Accessories) Branded muesli-related accessories including bowls, storage containers, and other branded items (including Mepal serveware) that complement the muesli consumption experience.
• mymuesli Club (Loyalty Program) Customer loyalty and rewards program where shoppers earn points on purchases and qualifying actions, redeemable for discount vouchers and member benefits.

Quantifiable outcome

• 30% less sugar in Low Sugar product line compared to comparable children's cereals
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• DFB (German Football Association)coreStrategic or Co-development PartnerStrategic partnership with DFB (Deutscher Fußball-Bund) for co-branded muesli products. Products include DFB Mannschafts-Mix, DFB Fan-Paket with official DFB logo containers and co-branded merchandise. Also includes DFB Spieler-Paket with customizable player mixes.
• DisneycoreStrategic or Co-development PartnerLicensed character partnership featuring Disney branding on muesli products targeted at children and families. Products include Disney-themed children's muesli with fun packaging featuring Disney characters.
• Die Maus (WDR)coreStrategic or Co-development PartnerPartnership with WDR's Die Maus (The Mouse) character for children's muesli products. The Supermaus-Probierpaket features 30% less sugar and puzzle/riddle content on packaging.
• SuperentenminorStrategic or Co-development PartnerSuperenten (Super Ducks) branded children's muesli product featuring WDR cartoon characters. Launched as a new product line with fruit and honey flakes, 30% less sugar, and riddle content.
• PixarminorStrategic or Co-development PartnerLicensed Pixar character partnership for mini gift box products featuring Pixar animation characters.
• Tree of TeaminorChannel Partner/ Reseller/ DistributorTree of Tea brand partnership under the mymuesli parent company. Featured as a separate brand collection on the website for tea products alongside muesli offerings.
• DHL GoGreenminorOthersEnvironmental shipping partnership using DHL GoGreen for carbon-neutral or reduced-carbon delivery. Featured in footer as a sustainability initiative.
• MepalminorOEM/ Whitelabel/ Licensing PartnerMepal branded muesli bowls and cups sold as accessories alongside muesli products. Visible in product images showing Mepal containers used for serving muesli.
• i am student (Student Verification)minorGTM or Marketing PartnerStudent discount verification partnership through verify.iamstudent.com enabling student-specific promotional pricing.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Weetabix: Established UK breakfast-cereal brand. Operates in the same category but with a mass-market positioning and primarily UK retail distribution rather than pan-European DTC.

Broad incumbents

• Bahlsen: Major German branded snacks/biscuits company. Adjacent on European branded CPG distribution and grocery shelf competition rather than direct muesli overlap.
• Dr. Oetker: Large German food conglomerate with branded muesli and cereal ranges. Provides scale distribution and shelf competition that mymuesli's DTC-first model must offset via differentiation.
• Alnatura: Major German organic CPG producer and retailer. Overlaps with mymuesli on organic muesli/cereal SKUs but sells a much broader grocery portfolio through its own store chain.
• Kölln: Germany's heritage muesli/porridge brand (owned by Peter Kölln). Competes in the same shelf-stable cereal category with a much larger traditional retail footprint.

Emerging players

• Graze: UK subscription snack/muesli box company. Closely comparable subscription and DTC mechanics, though focused on portioned snacks rather than custom muesli.
• Magic Spoon: US DTC better-for-you cereal brand with a similar premium, digital-first, subscription-friendly positioning. Comparable in GTM motion but operates in ready-to-eat cereal rather than custom muesli.
• Surreal Snacks: UK DTC better-for-you cereal brand with a digital-first, millennial-targeted, direct-to-consumer approach. Comparable in DTC positioning but a different product format.
• Eat Natural: UK-based organic muesli, granola, and snack-bars brand with strong European retail presence. Adjacent on product (granola/muesli bars) and channel (premium grocery).

Direct peers

• Muesli.com: UK-based custom muesli subscription brand built around an online mixer for personalised breakfast cereals. Closest direct competitor to mymuesli in customisation-led DTC muesli.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bold-foods-gmbh

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Bold Foods