German Muesli craze "mymuesli" hits NL

Themed restaurants, shops and cafe’s - we can’t get enough of them. You have The Cereal Killer Cafe in East London, UK, founded back in 2014 and purely based around the concept of selling branded breakfast cereals, or Spaghetteria in Utrecht, which opened last year and sells only delicious fresh pasta with a different menu every day. Whether it’s cereal, pasta or something else specific to satisfy your tastebuds, it’s become obvious that places which target a specific type of food and drink has become a growing trend amongst in recent years.

The young entrepreneurs who took on this kind of market within the catering industry are German trio Max Wittrock, Hubertus Bessau and Philipp Kraiss, who together founded MyMuesli, a company that sells a variety of breakfast choices such as organic gummy bears, peeled hemp nuts, and, obviously, musli. The website and variety of stores also allows you to mix your own muesli and gives you the choice of over 80 different ingredients. They have since sold a third of the shares, and German tabloid Gruenderszene revealed that since starting the company nine years ago it now has over 650 employees in Paussau and Berlin, and 36 stores in ten European countries, such as Germany, Austria and Switzerland. In addition to the cereals, the founders have also introduced their Oh! Juice orange juice, Green Cup Coffee and organic tea called Tree of Tea.

Interior of the MyMuesli Store in Munich

Interior of the MyMuesli Store in Munich

The trio confessed that three years ago they were at a stage where they had doubts about where the business were going to go, but have since developed store growth and selling MyMuesli to supermarkets. MyMuesli is in fierce competitions with companies such as Graze and Hello Fresh!, but what makes them so unique is the fact that they are focussing on a single product and time of day to consume it. You can also create a completely original blend to suit you and your personality, with all your favourite ingredients, which makes it attractive to consumers who are looking for a unique addition to their everyday life, such as food bloggers.

The My Muesli team

The My Muesli team

What continues to make MyMuesli unique is its physical stores as well as their websites, and will expand even more by opening a new store in Utrecht, door to door with other ‘single food’ businesses such as Bagels & Beans and Spaghetteria. With Utrecht being a popular student town and with it’s new store located in the middle of the city centre, the founders are hopeful that it will be approved by it’s customers. The store is to offer a ‘pick and mix’ style way of buying the muesli, where customers can mix their own blend together, as well as selling ready made tins. Online, MyMuesli has already been a huge success in the Netherlands, so opening a store seems like a step in the right direction.

Are you mad about muesli, or looking for an upcoming Christmas or birthday present for your muesli-mad-mates? Then head on down to MyMuesli in Utrecht, which will be open hopefully at the end of November, or go online to their website, mymuesli.com.