Mymuesli

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mymuesli GmbH

logo
legal form Company with limited liability
founding April 30, 2007
Seat Passau , GermanyGermanyGermany 
management Hubertus Bessau, Philipp Kraiss
Number of employees 666 (2018)
sales 59.6 million euros (2018)
Branch Food
Website www.mymuesli.com

The mymuesli GmbH (proper spelling: mymuesli ) is a German company based in Passau , the individual over the Internet, in its own stores and through partner companies cereal mixtures but also distributes classical ready-made granola. According to its own information, the company only uses organically grown food .

The company is the first to use mass customization in the food industry; around 350 companies now use this principle.

As one of the first online retailers, mymuesli has started to set up its own network of stationary shops. In the meantime, however, certain shops are being closed again.

history

Mymuesli GmbH was founded there on April 30, 2007 by the three Passau students Hubertus Bessau, Max Wittrock and Philipp Kraiss. In the beginning, sales took place exclusively over the Internet. In the first business year, the company reported sales over 1 million euros.

From September 2007 Lukasz Gadowski (founder and board member of Spreadshirt AG) and Kolja Hebenstreit supported the company as investors and consultants. In 2013 the founders bought back Gadowski's and Hebenstreit's holdings.

In 2008 the company expanded to Switzerland, where the muesli mixes are also produced in Binningen near Basel , and to Austria. In the following year the company expanded into the Netherlands. In addition, the first mymuesli shop was opened in Passau. In 2011, the company commissioned the world's first fully automatic muesli mix machine.

Mymuesli shop on Munich's Viktualienmarkt

In 2012, two more Mymuesli stores opened on Munich's Viktualienmarkt and in Regensburg . Mymuesli has been supporting the Berlin start-up Knusperreich as a strategic and financial partner since 2012 ; As of July 2012, the company holds 19% of the shares in Knusperreich. In 2013, the third company location was set up with an office in Berlin.

By 2014 Mymuesli had opened a total of 13 cities. In 2014 the product portfolio was expanded to include yogurt-based muesli drinks. In 2015, 20 new stores opened in Germany, Austria and Switzerland. In the following year, the company founders sold a third of their shares to the Hamburg investor Genui.

As of February 2017, the company operated over 50 of its own stores in Europe. The pre-made mueslis are also available in around 1500 supermarkets (as of 2014), including Edeka and Rewe stores . Mymuesli employed around 800 people at the beginning of 2017.

In a newspaper interview with Mymuesli founder Wittrock in March 2019, 31 branches, 655 employees and sales in around 1500 supermarkets were stated.

In 2017, sales were 58.0 million euros (after 51.9 million euros in 2016), with a deficit of 3.2 million euros (after 1.9 million euros in 2016). The 2018 financial year ended with sales of EUR 59.6 million and a net loss of EUR 5.0 million; the number of employees fell from 733 in the previous year to 666 employees.

At the end of 2019, Managing Director Max Wittrock, one of the three founders, left the company.

Further products

In addition to muesli mixes, the Mymuesli range also includes muesli drinks.

Other brands of the company are:

  • Oh! Juice: subscription service for juice oranges (discontinued)
  • Green Cup Coffee: Online shop for fair trade coffee
  • Tree of Tea: Online shop for organic tea
  • Nilk: milk alternative

Awards

The transfer of the “build-to-order” principle to the mix of muesli has won several awards.

Web links

Commons : Mymuesli  - collection of images, videos and audio files

Individual evidence

  1. ↑ a b c mymuesli GmbH, Passau: Annual financial statements for the business year from 01/01/2018 to 12/31/2018. In: bundesanzeiger.de. February 21, 2020, accessed June 16, 2020 .
  2. ↑ "Mass Customization": My muesli, my vanilla cola, my bratwurst . In: Aachener Zeitung , September 3, 2014, accessed on February 28, 2017.
  3. ↑ egoo.de ( Memento from September 21, 2012 in the Internet Archive )
  4. ↑ Melanie Maier: The Muesli Revolution . In: Stuttgarter Nachrichten , February 27, 2015, accessed on February 28, 2017.
  5. ↑ excitingcommerce.de - roll backwards: MyMüsli closes many of its stores
  6. ↑ a b c d "You shouldn't sell yourself below value too early" . In: gruenderszene.de , February 5, 2016, accessed on February 28, 2017.
  7. ↑ The Web 2.0 Muesli . In: Stern , December 3, 2008.
  8. ↑ a b Interview with Max Wittrock, Mymuesli.com: "And suddenly the wave came ..." . In: foerderland.de , October 3, 2007, accessed on February 28, 2017.
  9. ↑ Florian Ernst: The dream of the muesli empire . In: Focus , January 24, 2008, accessed February 28, 2017.
  10. ↑ a b Mymuesli - A success story from Passau: “We want to make the best muesli in the world” ( Memento from October 13, 2017 in the Internet Archive ), Bayerischer Rundfunk, January 3, 2017.
  11. ↑ mymuesli: Seven-digit sales in the first business year , deutsche-startups.de, December 3, 2008.
  12. ↑ German startups: http://www.deutsche-startups.de/2007/09/26/lukasz-gadowski-und-kolja-obenstreit-investieren-in-mymuesli/. As of December 3, 2008.
  13. ↑ Magdalena Räth: MyMuesli mixes 566 quadrillion muesli variations. In: welt.de . March 27, 2013, accessed October 7, 2018 .
  14. ↑ mymuesli brings Genui Partners on board , www.deutsche-startups.de, January 28, 2016
  15. ↑ a b c d Vinzenz Greiner: With the can in the niche . In: Der Tagesspiegel , August 17, 2014, accessed on February 28, 2017.
  16. ↑ a b c https://www.deutscher-gruenderpreis.de/preistraeger/2013/mymuesli/
  17. ↑ The Muesli Makers . In: Abendzeitung , April 18, 2012.
  18. ↑ Maris Hubschmid: Everyone eats what they want . In: Der Tagesspiegel , October 28, 2013, accessed on February 28, 2017.
  19. ↑ Mymuesli . In: Gruenderszene database , accessed on February 28, 2017.
  20. ↑ Online retailers are drawn to the city centers, which have been declared dead . In: welt.de , February 9, 2016, accessed on February 28, 2017.
  21. ↑ Christian Karl: Mymuesli is testing a new "store strategy". pnp.de, March 22, 2019, accessed on March 22, 2019 .
  22. ↑ Annual financial statements for the 2016 financial year. Mymuesli GmbH. In: Bundesanzeiger , February 7, 2018, accessed on June 28, 2018.
  23. ↑ Regina Ehm-Klier: mymuesli bosses deny sales. In: Passauer Neue Presse from July 20, 2019.
  24. ↑ pnp.de - Mymuesli co-founder Max Wittrock leaves the company
  25. ↑ Oh! Saft homepage. Retrieved October 26, 2018 (German).
  26. ↑ Mymuesli: now also in the supermarket , Focus, December 12, 2013.
  27. ↑ The jury has decided: mymuesli receives the German Marketing Prize 2016 , Vertriebswirtschaft, November 24, 2016.