In this series, HSWT presents startups affiliated with the university and the FSIWS . The series introduces the companies, their product ideas, and their working methods.
Laura Kniggendorf studied politics and initially worked in project management for a fashion company. Today she works in a bakery in Sendling, producing her own granola varieties, which she sells in her online shop and in select cafes and delicatessens.
What goal are you pursuing with your Crunchtaste products?
Laura: With Crunchtaste, we want to help as many people as possible enjoy the perfect breakfast. It's especially important to us that we use only natural ingredients and avoid refined sugar and artificial additives. Our recipes are minimalist and 'clean,' yet each variety tastes unique. We place great value on using high-quality ingredients and giving each product that special something. This is what sets our granolas apart from mass-produced supermarket products.
How did you come up with the idea of founding your own startup?
The idea for Crunchtaste came about rather by chance. I first became aware of granola in the USA, where it was already very popular. While you could occasionally find it here in Germany, it was all loaded with sugar and simply not of good quality. That's why I started making my own granola. It was a hit with friends and family, which led to the idea of distributing and selling it to even more people.
What does the future hold for Crunchtaste?
Our goal is for Crunchtaste to continue growing and for more and more people to integrate our granolas into their daily lives – whether for breakfast or as a snack. We also want to further expand our partner network and be available at as many retailers as possible throughout Germany, in addition to our regional partners. It's important to me that, despite this growth, we maintain our handcrafted character and the high quality of our products.
What experience or tips would you like to share with other startups?
Absolutely: Just do it! We're always tempted to overthink and perfect everything countless times before daring to implement it. I think the startup experience thrives on experimentation, flexibility, adaptability, and constantly finding new solutions and developing new ideas. The most important thing is to be fully committed and believe in your own actions.
Besides being used at breakfast, there are many other ways to enjoy Crunchtaste's six granola varieties. © Crunchtaste
Visit the website: Crunchtaste GmbH
Source: HSWT article (Friederike Wanzner)
