Granola is considered a healthy alternative to traditional muesli and is very popular among foodies, especially in the USA. But more and more people in Germany are also catching on. The Munich-based startup Crunchtaste wants to capitalize on the trend. Crunchtaste founder Laura Kniggendorf answers our 7 questions.
Munich Startup: Who are you and what do you do? Please introduce yourselves briefly!
Laura Kniggendorf: I'm Laura, 27 years old, and have been living in Munich for three years. I'm originally from near Frankfurt and studied political science in Heidelberg and Frankfurt. I currently work full-time as a project manager in the e-commerce business. I launched my brand Crunchtaste last year. I wanted to share my passion for baking with others, not just friends and family. The idea for granola was born from several trips to the USA. Granola has long been a big trend in the States and is particularly popular among foodies. In Germany, it's still relatively uncommon, but that's changing. I'm also not a fan of a thousand additives in food, which is often the case with muesli: There are countless things added (especially sugar!) that are unnecessary or unhealthy. I wanted to counteract this: I developed recipes that don't contain refined sugar and no artificial flavors. After the positive feedback from the taste testers, I decided to sell the granola and launched my online shop www.crunchtaste.de.
Crunchtaste uses agave syrup instead of added sugar
Munich Startup: What problem does your startup solve?
Laura Kniggendorf: Crunchtaste offers a healthy alternative to supermarket muesli. Many people who are increasingly concerned with healthy eating cannot find granola or muesli in supermarket chains that are free of added sugar or other additives. Crunchtaste's granola is sweetened exclusively with small amounts of agave syrup, so vegans can also enjoy it. It contains only natural ingredients and can be enjoyed without concern. Furthermore, granola is not yet widely available in Germany. Crunchtaste fills this gap with high-quality, unique products, making it very easy for everyone to spice up their breakfast.
Munich Startup: But that's been around for a long time!
Laura Kniggendorf: Sure, what isn't there? However, existing granolas often contain a lot of additives, especially white sugar. This can easily be done without! Often, supermarket products taste far too sweet due to their added sugar. I can promise that our granola has nothing to do with the one from the supermarket — it tastes particularly (good), is super crispy and consists only of natural ingredients.
Munich Startup: What have been your three biggest challenges so far?
Laura Kniggendorf: The food industry, in particular, is subject to stringent requirements and regulations. At first, it's difficult to get an overview: What am I allowed to produce? Where am I allowed to produce? Where am I allowed to sell? How must the products be labeled? There are countless questions of this kind that must be answered at the outset. Finding a suitable bakery was also a huge challenge. We contacted many cafés and restaurants, mostly without success. The bakery we were initially allowed to use was suddenly no longer available, and the search began all over again.
“Nobody comes by and asks you about your granola.”
One of the toughest challenges is reaching the right customers. Nobody is going to come by and ask for your granola. Defining your target audience, addressing the right people, and deciding which channels are most effective for communication remain a big issue.
Munich Startup: How are things going?
Laura Kniggendorf: We're still very small and still in the process of building our brand. Since our launch, however, we've received a lot of positive feedback and gained many repeat customers. It's great to see that the product is being well-received and accepted by people. We're now building on that.
Munich Startup: How do you rate Munich as a startup location?
Laura Kniggendorf: Munich is an extremely innovative and diverse city. It offers a wealth of opportunities for startups. There are many diverse people who are open to new ideas and willing to test and try things out. The international audience, in particular, is already familiar with granola from home or from traveling and is very receptive to our varieties. We noticed this, for example, during our visit to the Google office. Interest in high-quality food is certainly high in Munich compared to the rest of Germany, which also helps us. A lot is being done in Munich for startups in general. Sometimes I wish there was a bit more support for food startups, especially in providing general information.
Munich Startup: Get up early or stay up all night?
Laura Kniggendorf: Get up early, of course! This way, you get more out of your day and can structure it as you please: Besides completing your chores, there's still room for other things.
