The average supermarket contains approximately 30,000 different products. MixMyGranola, a food customization startup, offers over a billion varieties of granola alone. Many companies offer a hint at what mass customization could be in the future. MixMyGranola is doing it now.
The service is simple, you customize a batch of granola by combining various flakes, nuts, fruits, and “extras” (candy) of your choice. It is a well thought out (and tasty) service that pays attention to three critical factors.
1. The product quality is as good or better than standard products
Granola is a smart choice for a first product. The mixture process is the same regardless of scale so the flavor of a small batch is as good as a large batch. The packaging is much nicer than any of their competitors with each batch coming in a sturdy cardboard tube printed with environmentally friendly soy inks.
Many companies think a customized solution is of intrinsically high value and ignore other aspects of their service. MixMyGranola considers the entire user experience providing a nicely designed site, an interesting selection of ingredients you won’t find elsewhere (Goji Berries?), and quirky copy that makes browsing enjoyable.
2. The cost is reasonable compared to a stock item
A tube of customized granola costs $6-12 depending on ingredients which amounts to about $0.12 more per ounce compared to leading brands. I was actually surprised at the cost comparison because the MixMyGranola tube seems much more substantial than the little packets their competitors offer. The orders are filled and delivered within days and a generous coupon strategy eliminates the shipping costs. They also let you name your mixture which is a small gesture, but surprisingly fun. It all adds up to a great value.
3. Value is added through customization
When I first heard the idea for MixMyGranola I was skeptical. However, thinking about why I never bought granola I came to the conclusion it was due in large part to raisins. I detest them, but try finding a granola without them or their disgusting “CranRaisin” cousins. This service removed that barrier making granola a more palatable option. After avoiding granola for the better part of a decade my wife and I finished a tube in a few days. We weren’t granola enthusiasts before we tried their service, but are now.
Another cool part of he service is a real time nutrition facts label that shows how your selections impact the nutritional value of your granola in real time. BTW, if you would like to try my mix it is called “RepliCrunch” and is comprised of French vanilla granola, coconut flakes, banana chips, and tiramisu caramels.
A great addition to the service would be smaller sizes. I was so happy with my first concoction I readily started on my second, “FlaherFlakes”. This mixture was OK, but not as good as the original. A big part of the customization experience is the fun of creation. Being able to inexpensively mix up five or six flavors in a go would be great fun and potentially open people up to buying larger quantities of atypical mixtures.
The MixMyGranola service is great and if they can stave off competition from retailers and continue to innovate a great potential for success exists.
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