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Number1 Muesli   


Lize Fouche had called on Seda for assistance in 2005, when she launched a guest house in Port Elizabeth. Having studied culinary arts, with a particular focus on product development, and having developed an outstanding muesli recipe, she decided to launch a new business venture, Number1 Muesli.

The challenge

Lize had an outstanding product, but she needed mentorship and funding to grow the business and develop appropriate packaging for the product. She also needed advice on how to go about marketing the product.

Seda intervention

  • The Kirkwood Wildsfees was identified as an appropriate event for the launch of the product in early 2013. Assistance was provided in the development of packaging and appropriate marketing material;
  • An application to Anglo American for a development loan to fund the development of new products, and an application to the Industrial Development Corporation (ICD) to assist in funding a new factory at Coega (the industrial development zone near Port Elizabeth);
  • Enlisted Number1 Muesli in its 80/20 Initiatives Programme which provides financial assistance in the areas of product development, productivity improvement, and quality development. Specifically this was dedicated to financial software; packaging development and design for the export market; nutritional testing and legislation approvals; and project management and engineering fees for the set-up of the new factory.

The result 

  • The successful product launch at the Kirkwood Wildsfees resulted in the sale of a massive 2 tons of muesli;
  • Branding and signage interventions helped legitimise the product to the extent that it competes well with other long-standing products;
  • The successful loan application to Anglo American enabled the development of new products, including a health cereal, a meal replacement range and a luxury muesli which is successfully being exported to the US;
  • In addition to the original factory in Alexandria, a new 2,000m2 factory is built at Coega for Number1 Muesli to rent and occupation is estimated to be September 2014;
  • Funding from the IDC is being used to furnish the factory with state-of-the-art production equipment and the new facility will be able to produce 600 tons of muesli per month;
  • In addition to the 34 permanent employees already working at the Alexandria factory, 150 jobs will be created at the Coega factory;
  • The management team of two employees has grown to eight, seven of whom are based in Port Elizabeth and one sales assistant in Johannesburg;
  • Number1 Muesli’s profit has grown by 42% since Seda became involved.