Mymuesli.com has been a runaway success since launching last year, and now its coming to the UK.

Mymuesli's big idea is custom-mixed cereal, delivered to your door. "Ideal for gourmets, raisin haters, allergics, athletes and die-hard greenies," runs the blurb.

Like a worthy version of pick 'n' mix, customers compile their dream muesli from 70 organic ingredients. The price of one 575g tube starts from £3.90, though it can get a lot more expensive if you get carried away with Tibetan goji berries, for example, which cost 95p for 20g.

The tubes are made up in Passau, near the Austrian border, and then shipped - by train or truck - to the customer.

Max Wittrock, one of the three twenty-something founders, said there was a huge cereal market in the UK. "We knew there were more and more people in the UK looking for healthier options," he said.

The firm had a turnover of more than £780,000 last year, and now employs 35 people, but Wittrock insists: "It will be some time before we become muesli millionaires."
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