Startups @ HSWT | Part 55: Crunchtaste GmbH

Laura Kniggendorf studied politics and initially worked in project management at a fashion company. Today, she works in a bakery in Sendling and produces her own granola varieties, which she sells in her online shop and in selected cafés and delicatessens.

What goal are you pursuing with your Crunchtaste products?

Laura: With Crunchtaste, we want to help as many people as possible to have the perfect breakfast. It is particularly important to us that we only use natural ingredients and avoid refined sugar and artificial additives. Our recipes are minimalist and 'clean', yet each flavour tastes unique. We attach great importance to using high-quality ingredients and giving each product that certain something. This sets our granolas apart from industrialised products from the supermarket.

How did you come up with the idea of founding your own start-up?

The idea for Crunchtaste came about by chance. I became aware of granola in the USA, where it was already very widespread. Here in Germany, you could find some, but it was all high in sugar and simply not of good quality. That's why I started making granola myself. It was also well received by friends and family, which led to the idea of distributing and selling it to even more people.

What does the future hold for Crunchtaste?

We want Crunchtaste to continue to grow and for more and more people to integrate our granolas into their everyday 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 is important to me that we retain our manufacturing character and the high quality of our products despite our growth.

What experience or tips would you like to share with other start-ups?

Definitely: just do it! You always tend to rethink and perfect everything countless times before you dare to implement something. I think the start-up experience thrives on trial and error, flexibility, adaptability and constantly finding new solutions and developing ideas. The most important thing is that you stand firmly behind it and believe in what you are doing.

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