MuesliMixer

Mueslimixer is the first Australian business to offer a customised muesli mix in Australia ^[1]. They apply the concept of mass customization to food. The customer chooses from a set range of base mixes and then takes control of the product as they select all other ingredients to suit their personal taste. A individual look and feel can be selected by providing a self chosen name to each product, which is then printed onto the label ^[2]. The service is exclusively accessible online via their webpage.

While mass customization is not a new business model many car, technology companies (Dell computers), fashion companies (NikeID shoes), and selected food companies (M&M chocolate) have applied this concept to products for a long time. A good collection of customisation shops can be found on milkorsugar.com. General Mills also tried to set up a custom cereal website but it failed mainly due to its very high cost^[3].

With advances in data and information technology paired with operational efficiencies to manufacture bespoke products, a business model can work and provide customization with low cost. The value add to the customers is clearly in the much higher personalisation of the product compared to mass produced products. It also caters well to audiences with food allergies or people following special dietary requirements and goals e.g. gluten free nutrition.

References

1. ^ Registered with ASIC on 19 October 2009, ASIC Database, "[1]", 28 July 2010
2. ^ The belle lumiere, "[2]", 7 July 2010
3. ^ Roger O. Crockett, Businessweek Magazine, 2 December 2002, "[3]", 28 July 2010

External links

• www.mueslimixer.com.au