Mymuesli is a German brand of breakfast cereals headquartered in Passau, Germany. It is the first company that allowed customers to create their own breakfast cereals, or "muesli", hence the company's name "mymuesli". They were not among the first to apply the concept of mass customization to food but they were the first to be successful. Several other companies tried to copy the mass customisation model that is already very popular in many other industries. It is where you can pick your own combination of preset ingredients (ex: for a car it would be the color, the interior, the sports or luxury package, etc.) to have it fit more closely to your needs. Almost all car and computer companies such as Dell or BMW have applied this concept for a long time.