Brand profile · Germany
mymuesli Revenue, search volume and competitors 2026
AcquiredThe DTC pioneer from 2007, back to profitability after a major restructuring, with revenues exceeding 50 Mio. €.
Fact sheet
- Founded
- 2007
- Founders
- Hubertus Bessau, Max Wittrock, Philipp Kraiss
- Headquarters
- Passau
- Company
- mymuesli AG
- Employees
- 280 (2024)
- Funding
- Venture capital backed
- Investors
- Lukasz Gadowski, Kolja Hebenstreit, Genui Partners, Katjes Greenfood
- Funding rounds
- 2016: Einstieg Genui Partners, nicht veröffentlicht; 2023: Beteiligung Katjes Greenfood (ca. 10,1 Prozent), nicht veröffentlicht; 2024: Mehrheitsübernahme durch Katjes Greenfood (Genui-Anteile plus Kapitalerhöhung), nicht veröffentlicht
Background and milestones
Three students of the University of Passau heard a radio spot about muesli on the way to a lake and realised that no product met all their wishes. The idea of mixing muesli individually and selling it online became mymuesli in 2007, started with only EUR 3,000 in capital.
- 2007
mymuesli GmbH founded on 30 April by Hubertus Bessau, Max Wittrock and Philipp Kraiss in Passau.
- 2009
Opening of the first physical store in Passau.
- 2016
Genui Partners enters as an investor.
- 2021
Closure of 20 of 23 stores and refocus on online business.
- 2023
Katjes Greenfood takes a stake of around 10 percent.
- 2024
Katjes Greenfood takes the majority stake of around 56 percent.
SWOT analysis of mymuesli
Editorial assessment based on the sources listed and the radar data.
Strengths
- Around 33,100 brand searches per month in Germany indicate high awareness.
- Pioneer of individually mixable muesli (mass customization) with its own online shop and retail partners.
- Financially strong partner: Katjes Greenfood has been majority shareholder since 2024.
Weaknesses
- Revenue fell from EUR 80.3 million (2020) to EUR 52.8 million (2024).
- The store reduction from 23 to a few outlets in 2021 shows misjudged earlier expansion.
Opportunities
- Online-first positioning and retail distribution supported by the Katjes network.
- International markets where mymuesli is already present (Austria, Switzerland, France, Netherlands, UK).
Threats
- Strong competition in the breakfast and muesli market from private labels.
- Declining demand after the Covid boom and rising raw material costs in the organic segment.
What is behind the demand?
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Sources
Frequently asked questions about mymuesli
How much revenue does mymuesli make?
mymuesli generated over 50 million €, profitabel in revenue in 2024 (partly documented). The full revenue history and a model estimate of organic revenue (brand vs. non-brand) are in the brand profile after login.
Who founded mymuesli?
mymuesli was founded in 2007 by Hubertus Bessau, Max Wittrock and Philipp Kraiss. The company is based in Passau.
Is mymuesli backed by venture capital?
Yes, mymuesli is backed by venture capital. Investors include Lukasz Gadowski, Kolja Hebenstreit, Genui Partners and Katjes Greenfood. Known funding rounds: 2016: Einstieg Genui Partners, nicht veröffentlicht; 2023: Beteiligung Katjes Greenfood (ca. 10,1 Prozent), nicht veröffentlicht; 2024: Mehrheitsübernahme durch Katjes Greenfood (Genui-Anteile plus Kapitalerhöhung), nicht veröffentlicht.
How much does mymuesli spend on marketing?
mymuesli does not publish its ad budgets. What can be measured is how much demand the brand creates: brand searches show whether social media, ads and word of mouth are working. The higher that share, the less mymuesli has to pay for each visit.
How much revenue does mymuesli make through Google?
The model estimate combines brand searches and organic traffic of mymuesli with the niche's purchase intent, conversion rate and basket size. It separates brand revenue (people who already know mymuesli) from non-brand revenue (new customers via SEO). The figures are in the brand profile after login.
What would the organic traffic of mymuesli be worth as a Google Ads budget?
Every organic click replaces a paid one. Organic clicks times the keywords' cost per click gives the equivalent ad budget. The brand profile shows the organic traffic and ranking keywords of mymuesli after login.
How do I find out the SEO revenue of my own website?
With your free Visibly account, which also works on antonioblago.com, you connect Google Search Console and see which keywords and pages bring you clicks, split into brand and non-brand. That lets you run the same numbers for your own domain as shown here for mymuesli.
Want to make your own brand this visible?
In the sparring we review SEO, GEO and marketing together on a regular basis; for a market launch there is go-to-market.