My passion lies at the intersection of branding and product development – particularly in the premium food sector. I am driven by the challenge of creating brands and product categories that not only captivate but hold true relevance for consumers. I firmly believe that a brand’s success is defined by its ability to shape and lead its category. Over the past 16 years at mymuesli, I have learned that truly successful brands go beyond products and strategy – they connect with people on a human level. Giving a brand a soul and fostering genuine connection is more important than ever, especially in times of AI. This belief continues to guide my work and will remain at the heart of everything I do.
