Familia

What Familia does

bio-familia AG is a Swiss muesli and organic cereal producer founded in 1959 and headquartered in Sachseln, Kanton Obwalden. The company manufactures and sells wholegrain oat-based muesli, granola, and snack products under the familia brand, with a portfolio spanning Bio Suisse-certified Bio Müesli, the fortified c.m.plus line (calcium, magnesium, vitamins), High Protein low-sugar SKUs, classic Knuspermüesli formats (Knusper Crunch, Beeren Crunch, Nature Crunch), indulgent Genuss Müesli variants (Salted Caramel, Choc'X+Bits), the Bifidus activ functional granola with probiotic cultures, and — most recently — the familia Bites portable snack line launched in May 2026. The core technology consists of gentle oven-baking processes for wholegrain oat clusters combined with protective-atmosphere packaging to preserve freshness; the company also performs private-label contract manufacturing for retailer brands.

Commercially, bio-familia operates a hybrid go-to-market: direct-to-consumer e-commerce (bio-familia.com) shipping across Switzerland and Liechtenstein with free delivery above CHF 50, company-owned factory stores at the Sachseln headquarters, and broad distribution through essentially every major Swiss grocery banner including Coop, Migros, Volg, Spar, Manor, Denner, Lidl Switzerland, Otto's, and Coop Pronto. The customer base is dominated by health-conscious Swiss consumers seeking organic, wholegrain breakfast and snack options, supplemented by institutional buyers (schools, sports clubs) through the Lagermüesli-Aktion program and B2B private-label customers. Pricing follows a unit-pricing model at CHF 0.84–2.27 per 100g for retail packs, with gift boxes, subscription-style bundles, and branded accessories (Weck jars, bowls, spoons) layered on top.

Name

Familia

Legal name

bio-familia AG

Website

https://bio-familia.com

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

bio-familia AG is a Swiss muesli and organic cereal producer founded in 1959, selling wholegrain oat muesli, granola, and a new Bites snack line through its e-commerce shop, factory stores, and all major Swiss grocery retailers. It serves health-conscious Swiss consumers, schools, and sports clubs.

Ownership category

akta.pro rank

Product category

Breakfast Cereals

NAICS

Other Snack Food Manufacturing (311919)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Nuts, Seeds & Trail Mix Snacks (CRADABAF)

akta.pro secondary industry

Specialty & Ethnic Grocery Wholesale (AFAIABAJ)

Keywords

• Organic muesli
• Breakfast cereals
• Granola products
• Wholegrain oats
• Snack manufacturing

Headquarters

HQ city

Sachseln

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Muesli and Cereal Products: Direct sales of muesli products to consumers via e-commerce and to retailers for resale. Products include Bio Muesli, Knuspermüesli (crunchy muesli), Fitness muesli, and limited edition varieties. Retail pricing ranges from CHF 0.84-2.27 per 100g.
2. Snack Products: Sale of snack products including familia Bites (Energy, Protein, Immunity variants) launched in May 2026. Distributed through Coop and convenience stores in Switzerland.
3. Private Label Manufacturing: bio-familia manufactures products for private label customers as indicated by AGB documentation stating 'Bei Eigenmarken des Kunden bleiben die Markenrechte beim Kunden' (customer private label brand rights remain with customer).
4. Corporate Social Responsibility Programs: Lagermüesli-Aktion program supplying muesli to school camps and sports clubs, with symbolic CHF 1 per bag donated to charitable causes (CHF 10,000 donated in 2025).

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels9 records

Core offering

bio-familia AG manufactures and sells Swiss muesli, crunchy granola, and cereal snack products based on wholegrain oats, certified by Bio Suisse. The portfolio spans Bio Müesli, c.m.plus fortified crunchy muesli, Fitness Müesli, Lower Sugar and High Protein variants, the new familia Bites snack line (launched May 2026), and Limited Edition gift muesli. Products are sold via factory stores in Sachseln, the bio-familia.com e-commerce shop delivering across Switzerland and Liechtenstein, and through major Swiss retailers.

Product overview

bio-familia AG is a Swiss muesli and organic food pioneer operating since 1959. The company offers a diversified portfolio centered on muesli cereals organized into distinct product lines: (1) Bio Müesli (Bio Suisse certified organic muesli including Birchermüesli, Aronia & Himbeere, and Honig Nuss gebacken); (2) c.m.plus (fortified crunchy muesli with calcium, magnesium, and vitamins in Original, Waldbeeren, and Choco & Protein varieties); (3) High Protein low sugar (high-protein 22-23%, low-sugar vegan crunchy muesli in Mandeln & Vanille and Erdbeeren & Vanille); (4) Crunchy muesli classics including Knusper Crunch, Beeren Crunch, Nature Crunch, and Salted Caramel; (5) familia Bites (launched May 2026) as portable snack bites in Energy, Protein, and Immunity varieties; (6) Limited Edition gift muesli with personalized messages; (7) Themed box bundles (Bio-Box, Probier-Box, Lieblingsmüesli, Low Sugar Box, Schoggi-Liebhaber-Box); (8) Bifidus activ Granola with probiotic cultures; and (9) accessories (Weck jars, bowls, spoons, clips, glass containers). The company also operates a Lagermüesli program for school camps. Products are sold through Swiss retailers (Coop, Migros, Volg, Spar, Manor, Denner, Lidl, Otto's), factory stores, and an e-commerce shop. Since May 2026, familia Bites snack products are available at Coop.

Differentiator

Problem solved

Functional benefit

Brands

• familia Müesli: Core muesli product line including Bio Müesli, Fitness Müesli, Lower Sugar Müesli, Lower Carb Müesli, and Genuss Müesli variants
• familia Bites
• familia c.m.plus

Products and services

• familia Bio Müesli Organic muesli cereals certified with the Bio Suisse label, featuring whole grains, fruits, and nuts. Includes Birchermüesli Original, Aronia & Himbeere, and Honig Nuss gebacken varieties.
• familia c.m.plus Crunchy muesli product line fortified with calcium, magnesium, and ten vitamins. Available in Original, Waldbeeren (forest berries), and Choco & Protein variants.
• familia Fitness Müesli Fitness-oriented muesli cereals for active consumers, including high-protein and low-sugar varieties.
• familia Lower Sugar Müesli Reduced-sugar muesli cereals targeting health-conscious consumers looking to reduce sugar intake.
• familia High Protein low sugar High-protein, low-sugar crunchy muesli with 22-23% plant protein content in Mandeln & Vanille and Erdbeeren & Vanille varieties. Vegan recipe.
• familia Knusper Crunch Classic crunchy muesli with roasted hazelnuts, honey, baked-in raisins, and whole grain. Features hand-sorted and traditionally roasted nuts.
• familia Beeren Crunch Fruity crunchy muesli with strawberries and raspberries combined with light rice-wheat flakes and whole grain. 30% less fat.
• familia Nature Crunch Vegan crunchy muesli with ancient grains and whole grain oat, rich in dietary fiber. Naturally 1.5% sugar with no added sugar or artificial sweeteners.
• familia Bites Portable snack muesli bites launched May 2026. Three varieties: Energy (cocoa and iron), Protein (Vanille with plant proteins), and Immunity (Himbeere & Granatapfel with Vitamin C, Zinc and Biotin). Based on whole grain oat flakes with 50% less sugar than conventional cereal bars.
• familia Salted Caramel Crunchy muesli with fine caramel pieces made from Swiss butter, golden oat crunch, vanilla, and caramel notes, finished with sea salt. Consumed with milk, yogurt, or as a finger snack.
• familia Choc'X+Bits Chocolatey muesli combining chocolate-filled grain pillows with crispy granola and real Swiss chocolate pieces. Slowly and gently baked.
• familia Bifidus activ Granola Granola with active Bifidus cultures, red berries, and valuable vitamins supporting gut health. High fiber content with active probiotic cultures.
• Limited Edition Knuspermüesli Limited edition gift Knuspermüesli with charming messages on labels, including Muntermacher (almond & hazelnut), Knusperheld (choco crunch), and Nur das Beste für dich variants, designed as gift items with personalized messages.
• Lagermüesli Bulk muesli program for school and sports camps. Part of corporate social responsibility initiative where CHF 1 per bag delivered is donated to Swiss charitable organizations. In 2025, 452 school classes and sports clubs participated with CHF 10,000 donated to Stiftung Theodora.
• familia Müesli Accessories Muesli accessories sold as standalone items including the 580ml Weck reusable glass jar, ceramic muesli bowl (Müesli-Schale), bag clip (Beutelclip), glass storage container (Glasdose), and muesli spoon (Müesli-Löffel).

Quantifiable outcome

• 452 school classes and sports clubs served through Lagermüesli-Aktion 2025 with approximately 26,000 participants
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• CoopcoreChannel Partner/ Reseller/ Distributor · 1 May 2026Coop is the primary retail partner for the launch of familia Bites in May 2026. Products are placed in the muesli aisle at Coop stores across Switzerland. The partnership includes sampling activities and a social media campaign to drive awareness and trial.
• Stiftung TheodoraminorOthers · 1 January 2025bio-familia AG partners with Stiftung Theodora through their annual Lagermüesli-Aktion program. For every muesli bag delivered to school camps, CHF 1 is donated to the foundation. In 2025, CHF 10,000 was donated. Stiftung Theodora sends 'Traumdoctors' (dream doctors) to visit children in Swiss hospitals and institutions, bringing joy and moments of levity.
• Happy HazelnutminorStrategic or Co-development Partner · 1 January 2024bio-familia participates in the Happy Hazelnut project, a sustainability initiative that improves living conditions for hazelnut harvest workers and their families in Turkish hazelnut plantations. All hazelnuts used in familia muesli come from this sustainable source.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rapunzel Naturkost: German organic food manufacturer producing muesli, granola, and breakfast cereals under its own brand and via private label. Comparable in organic credentials, muesli manufacturing, and DACH retail presence.
• Alnatura: Germany's leading organic food retailer and brand, with a strong muesli and cereal portfolio. Comparable to bio-familia in organic positioning (Bio Suisse-equivalent certifications), muesli/granola product mix, and DACH retail distribution.
• Bob's Red Mill: US-based natural and organic whole grain foods brand producing muesli, oats, and breakfast cereals. Comparable in wholegrain specialization, organic/natural positioning, and branded direct-to-consumer plus retail model.
• Kölln: German muesli and oat-based cereal brand owned by Peter Kölln. Closely comparable to familia as a long-established regional muesli specialist serving DACH consumers with branded and organic muesli products through grocery retail.

Regional players

• Holle baby food: Swiss organic baby food manufacturer based near Basel. Comparable to bio-familia as a Swiss-headquartered organic food producer with Bio Suisse certification, premium positioning, and similar operational scale.

Broad incumbents

• Dr. Oetker Müsli: Muesli and cereal products from the large Dr. Oetker family of food brands. Comparable as a competing branded muesli offering on European retail shelves, though it operates as part of a much broader CPG portfolio.
• Nestlé Cereal Partners (NESte): Global CPG giant producing muesli and cereal products (e.g., Fitness, Lion Cereal) sold in Swiss retail. Comparable as a direct category competitor in muesli/cereal, though operating at vastly larger scale.

Emerging players

• Seitz (BIO): German specialist in organic muesli and granola products. Comparable as a regional organic muesli brand with similar product mix (Bio-certified crunchy muesli and granola) competing in adjacent DACH markets.

Others

• Coop (own brand muesli): Major Swiss retailer and bio-familia's primary distribution partner, also selling its own organic muesli lines (e.g., Naturaplan). Comparable as both the key retail channel and a private-label competitor.
• Migros (M-Budget & own brands): Switzerland's largest retailer with extensive private label muesli and cereal offerings. Comparable as the dominant retail channel and private label competitor bio-familia must coexist with on Swiss shelves.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@familiamuesli54?app=desktop
• Facebookfacebook.com/familia.muesli
• LinkedInlinkedin.com/company/bio-familia
• Instagraminstagram.com/familia_muesli
• Pinterestch.pinterest.com/familia_muesli

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Familia