Mix-your-own muesli website launched

A website that allows consumers to mix and name their own muesli has launched this week. Start-up company Muddy Cook claims the site offers the “ultimate in product customisation”.

The Muddy Cook site has more than 85 organic ingredients that are free from preservatives and additives. Customers can also create a number for their muesli mix, which is printed on-pack.

Claire Lettice, the founding director of the company, launched the site after research found that 75% of muesli eaters are disappointed by the ingredients in their muesli.

She says that Muddy Cook aims to tap into the growing interest in health and well-being, but also in “everyday indulgence”. She adds that there is also a growing trend for consumers wanting “participation and co-creation” of products online, such as customised M&Ms in the US and personalised tea blends.

Muddy Cook has a “strict” ethical policy, preferring organic and fair trade products and it only uses recycled paper and card that is also fully recyclable.

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