mymuesli AG is a German provider of customizable muesli and premium breakfast products, selling through both direct-to-consumer and retail channels.
The printing company Ellerhold Glücksburg GmbH is part of the Ellerhold Group, which produces posters, labels, packaging, and displays at a total of seven locations in Germany.
Brigl & Bergmeister GmbH produces high-quality paper for labels, packaging, and specialty applications. The company places particular emphasis on sustainable production.
Internationally recognized organic cereal manufacturer mymuesli is known for its premium quality, customizable blends, and creative limited editions. For the 2026 FIFA World CupTM, the company developed an exclusive fan edition designed to capture the excitement surrounding the tournament while reinforcing the mymuesli brand identity.
Featuring images of the German national soccer team against a colored background, the packaging is highlighted by the mymuesli logo and the Team Mix lettering in metallic gold. In the highly competitive breakfast category, first impressions at the point of sale are crucial. The goal was to create packaging that immediately attracts attention, communicates the exclusivity of the limited edition, and clearly stands out from competing products. The result is a package that not only leaves a lasting impression but often earns a permanent place on consumers' kitchen shelves.
Just in time for the start of the World Cup, mymuesli successfully brought the project to market together with Ellerhold Glücksburg, responsible for producing the decorated paper band; Brigl & Bergmeister, the paper manufacturer and supplier of the sustainable, FSC-certified band substrate; and LEONHARD KURZ, whose premium yet material-efficient finishing solutions completed the package.
The mymuesli logo and Team Mix lettering were decorated by Ellerhold Glücksburg, a specialist in print finishing and a long-standing KURZ partner. The paper band was enhanced using KURZ's ALUFIN® KPS slim 2.0 cold transfer decoration technology.
The metallic gold elements create brilliant reflections that change with the light, ensuring outstanding shelf impact at the point of sale. As a result, the limited edition immediately stands out as a premium product on store shelves.
KURZ's slim technology features ultra-thin transfer decoration on a transfer carrier just 6 μm thick. This reduced material thickness lowers material consumption and helps reduce the product's carbon footprint. During the decoration process, only the decorative layer is transferred to the package. The transfer carrier itself does not remain on the packaging but becomes residual material. Thanks to KURZ's in-house RECOSYS® 2.0 recycling program, this residual material from the graphic arts industry can be recycled into rPET.
Because KURZ transfer decorations are exceptionally thin, they are generally compatible with recyclable packaging concepts. This means recyclable packaging can enter existing recycling streams without removing the decorative finish.
Today's packaging is much more than a protective container. It serves as a communication platform, conveys brand values, and directly influences purchasing decisions at the point of sale.
KURZ finishing solutions enable brands to create targeted visual highlights that help products stand out on the shelf while strengthening brand perception over the long term. At the same time, KURZ's innovative decoration technologies support resource-efficient production without compromising design quality.
Working together, the project partners created packaging that brings the excitement of the FIFA World CupTM to life while effectively emphasizing the exclusive character of this special edition. The project demonstrates that packaging decoration goes far beyond aesthetics. It makes brand values tangible, strengthens the emotional connection between brand and consumer, captures attention at the point of sale, and supports more resource-efficient packaging design.
