Emerging Runner Labs Rates "MixMyGranola"Website:
MixMyGranolaMixMyGranola can be described as Web 2.0 for food. Consumer generated content on the web that you can eat. Interesting yes, but is it a good experience? I took it to the Emerging Running Advisory Board to see what they thought about this product. The raters were me, Sedentary Man and Adventure Girl and our rating criteria were based on quality, taste, freshness and value.
According to their website, the company started when the founders concluded "none of the ready-made granolas that [they] could find in supermarkets and grocery stores really fulfilled all of [their] granola dreams. They created MixMyGranola.com to allow customers to custom-make their own granola mixes.
I was happy to try it out. Raoul from the company provided a gift certificate that allowed me to create a pound of mix. There was a dollar limit so I needed to constrain my choices to allow me to choose a combination of ingredients that added up to less than the amount of the gift certificate so I could reserve for shipping. The MixMyGranola website is attractive and the process is made very clear. You choose your base granola and then choose dried fruits, nuts and grains. You can even choose non-traditional mix-ins like gummy bears although I can't imagine a person who is so interested in good granola would make such an unhealthy choice. But the Emerging Runner is not here to judge the customers, just the company.
The selection process was simple and I liked the fact that, with each step, you understand both the cost and the nutritional makeup of your choices (calories, fat, fiber, etc.). I chose a mix with a muesli base, dried strawberries, dates, walnuts and pecans. I entered my personal data, the certificate code and then submitted. I received an acknowledgement of my order and my mix showed up a few days later by Fedex in an attractively designed tube.
I divided the mix up and gave portions to SM and AG and asked them to rate it based upon the above criteria. On a scale of 1 to 5 (5 being best) the three of us scored it as follows:
Quality: 4.7
Taste: 3.7
Freshness: 4.3
Value: 2.3
Impressions:OVERALL(ER) “I liked that I could specify every ingredient and I also liked the quality of the ingredients. Flavor (muesli) was slightly bitter and would have benefited from some balancing sweetness (dried fruit helped a little). I wished that I had chosen a granola base. Value questionable - can you justify paying $12/lb to get exactly what you want versus paying $8-9/lb at a high end market for a good quality mix?”
(AG) “Good website, fun process, nice packaging. Excellent fruit and overall quality. I think MixMyGranola is something I’d purchase as a treat or for consumption during a special race or event, not for everyday consumption and training.”
Criteria QUALITY(AG) “Definitely top-notch, as reflected in the below comments regarding taste and freshness.”
(ER) “I don’t have many points of comparison but this seems to be very good stuff. The pecans were huge and there was a generous amount of mixed-in ingredients.”
TASTE (AG) “The muesli had a pleasant, oaty flavor that helped to counteract its dry, dusty nature. The fruit contributed the most vibrant flavors. The dates and strawberries alike were perfectly sweet, although I might have preferred more of both. The pecans were very good and counterbalanced the sweet fruits, although might have been better if toasted (roasted?).”
(ER) “I did not care for the muesli’s flavor but the rest of the ingredients tasted great. I added some brown sugar and heated the mix and I liked it much better.”
FRESHNESS(AG) “Here MixMyGranola surpassed any other granola I have had recently. The fruit, in particular, wasn’t overly desiccated as you often find with dried fruits. Instead, they were moist and almost reminiscent of the texture of gummy bears. The strawberries were a quite surprisingly jewel-toned red that didn’t deviate too far from the natural color of a strawberry to be suspicious. The oats were too dry, but I think this is their nature. I added half of my portion to milk, and that improved the experience dramatically.”
(ER) “Certainly fresh, no complaints about that.”
VALUE (AG) “The price is prohibitively steep. I think silver is trading at approximately $12 a pound, and this granola exceeds it by a few dollars. I might be willing to pay $15 for an entire pound of the delicious strawberries, but I think the sticker price is too high for a mix.
(ER) “Unless you are a dedicated granola fan with very little free time I question the cost against the work to buy high quality ingredients like these and mix them yourself. All the same, it’s a fun experience and a high quality product.”
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