Mymuesli

Mymuesli is a German brand of breakfast cereals headquartered in Passau, Germany.
Mass customization.
Mymuesli was the first company to allow their customers to create their own breakfast cereals, or "muesli", hence the company's name "mymuesli".
Mass customization allows the customer to pick from a combination of preset ingredients (ex: for a car it would be the color, the interior, the sports or luxury package, etc.) to fit more closely to their needs and desires. Many car and computer companies such as Dell or BMW have applied this concept.
MyMuesli was co-founded by three German students: Max Wittrock, Philipp Kraiss, and Hubertus Bessau. While not the first to apply the concept of mass customization to food, Mymuesli was the first food company to use mass customization successfully. General Mills had tried to set up a custom cereal website but it failed due to high cost and a non-receptive public. Many companies have copied the business model very closely in America and across Europe such as Chocomize, Chocri or MixMyOwn. Dr. Frank Piller, a leading German expert in the field and the administrator of Mass Customization & Open Innovation News, often cites Mymuesli as a successful and highly regarded mass customization business model.