Co-Creation Friends, Me and Goji

by Danielle Bentz 2. February 2010 22:16

One company cannot stand alone in order to inspire the movement for co-creation.  That’s why we applaud other companies that are taking on this new trend of working directly with you guys to create the best products possible. One company that is capturing every aspect of this trend is Me and Goji with its make your own customizable cereal and granola products. Check it out for yourself!!

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Me and Goji is all about serving the customer.  They have many different organic and delicious cereal ingredient options to help you make tasty morning treats.

i) You first choose a base, goji oats or golden granola or even samurai wheat, move onto what they call 'base enhancements' like choco peanut if you feel like treating yourself or wheat germ for the health conscious.

ii) Moving onto the dried fruits, our favorite was goldenberry and of course goji (which actually turns out to be a Tibetan superfruit from the Himalayas packed with dizzying amounts of nutrients and phytochemicals).  There is also awesome stuff like mulberry, coconut, cranberry and cherry. Finish this pairing, 'Fruit and _ _ _'. You guessed it, choose from pecans, chia, pine, amaranth, soy, flax and a lot more.

A great personalize feature is every cylinder of Me and Goji cereal comes with your name on it and even your own pic! What's yet more amazing is as you choose your ingredients, the nutritional facts (like you'd find on on most foods, i.e. with the calories, fat content, sodium, potassium, carbs, protein, etc) are updated in real-time.

Their tagline, designed by you, handmade by us sums up the co-creation movement pretty well. Let’s keep pushing this co-creation movement. It’s a good thing. 

What's your favorite co-creation company, tell us about them, why they're awesome, and why everyone should support their revolution!

This post was written by Danielle Bentz, a avid co-creator of custom men's dress shirts.

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Comments

2/3/2010 12:33:31 AM #

Johnny

Hey, great company, great concept, and you are right that the tag line pretty much sums it up.  I wanted to point out the story behind these companies: General Mills tried the concept in the early 2000s and went down in flames as the internet bubble burst and the end user wasn't sophisticated enough to accept the product.

In 2007, a company in Germany called www.mymuesli.com launched and was widely successful. Their packaging is identical to that of me& goji as well as www.mixmygranola.com, so you know where they got it from...  The concept is great though, everybody should be able to customize all their food, clothes, furniture, etc.  And there are also www.mojamix.com and www.customchoicecereal.com, the latter being somewhat of a niche player as all their ingredients and cereal mixes are entirely gluten-free.

Am curious what the next level will be and in which industry this will play.

Johnny United States | Reply

2/4/2010 9:01:14 PM #

Dan Parkes

Germany definitely seems to be the origin of much of this mass-customization movement. Frank Piller is considered by many as the father of mass-customization (http://www.mass-customization.de/index.html). I think he gives talks at MIT once every couple of years.

Sticking with food products, there's www.createmychocolate.com which I think is the online front-end to Chocri, a German company. And of course, the very successful www.spreadshirt.com was founded in Germany and is still very influential there, even though they have part moved to the U.S.

Dan Parkes United States | Reply

2/6/2010 1:13:17 AM #

[adam] & goji

thanks for the post, Danielle! i think you have initiated a great discussion.

General Mills 'MyCereal' from 2001 was one of those great ideas that was before its time. But apart from timing, one of the primary reasons it failed was that it was still shelf cereal from a commercial company selling above shelf cereal prices. Beyond customization, they failed to add any value that would justify higher prices, in fact, they even stripped the packaging for the customized orders.

One of the most important business models we looked at was actually Starbucks. Starbucks took a fast-moving consumer good with low perceived value--coffee--and repositioned it as a specialty food. Like coffee, Americans are extremely passionate about cereal, so we saw an opportunity to apply the same concept. Apart from the novelty of "custom cereal," we have attempted to create the best cereal out there by using higher quality ingredients in better portions.  Without using sweeteners or artificial flavoring, our cereal is healthier, more filling, and tastier than anything you will find in stores.

...and who hasn't dreamed of their face on a cereal box ;O)

sinCerealy yours,

adam
founder, [me] & goji

[adam] & goji United States | Reply

2/10/2010 6:44:31 AM #

fan @blanklabel

hey adam,

thanks for responding to danielle's post. that's really interesting to learn that it's not just a play on customization, but actually bringing an offering that isn't available to the ample standard, and that's really quality cereal. i'm concerned that the brand premium of starbucks has the advantage of the vanity of carrying around a starbucks cup of coffee. and even though i can have my face on the cylinder of cereal, and has an emotional value, it doesn't have the same self-expressive benefit.

we're excited about awesomely big things from you guys. as you mentioned early, the timing for consumer interest in customization seems to be pretty big right now. we'll be keeping tabs!

best of luck, please enjoy,
fan

fan @blanklabel United States | Reply

2/14/2010 9:43:10 PM #

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