Our Story

emma dumas The Muesli co-founder“a muesli that satisfies you and your personal trainer”


In a nutshell, that’s what inspired Emma Dumas, mother, television producer, golfer, fitness fan and The Muesli Maker.

“Clients of friend and personal trainer Donna Aston, couldn’t find a breakfast to complement their fitness programs. That’s why I created The Muesli.  It’s the most important meal of the day. So if you’re investing in getting fit and losing weight – it’s important to enjoy a quality breakfast. ”

The healthy choice…

As it happens muesli is a very busy marketplace.  I would never have created the muesli to simply add another product to the crowded shelves.  But, where people make their first mistake, is believing they are choosing a ‘healthy cereal’ when plucking a muesli off the supermarket shelf.  The real problem is that they are picking from a whole lot of different versions of the same. The healthy option actually isn’t there.

Different to all the others…

At The Muesli we are at the forefront of offering an increasingly aware consumer a healthy breakfast option not previously available to them.  A healthy muesli that is a premium quality mix of 50% nuts & seeds, with oats and delicious coconut, unique on the shelves because it’s also naturally SUGAR FREE.

Healthy, nutritious & delicious…

An all natural muesli with way more of the premium ingredients and a nutritional profile like no other.  Very high in protein with good fats in their essential form and just 1.6% sugar (<0.1% fructose) it’s not only the healthiest and one of the only sugar free mueslis available, but it’s also the most delicious.

Then there’s The Muesli Gluten Free, the same brilliant formula with the oats simply replaced by brown rice flakes and puffed amaranth – not just gluten free, 97% sugar free too. The world of gluten free foods offers few healthy alternatives to those with no other choice.  Forget the damage the gluten does, the amount of sugar in many gluten free foods is a health hazard.

The Muesli and The Muesli Gluten Free offer the healthiest, most nutritious breakfast choice possible.  The protein & fat content combined with virtually no sugar, make a small serve (50g) plenty, to fill and sustain right through until lunch – this is about 1/3 the size of a serve of one of the others.

Value for money

Ever heard the saying ‘you get what you pay for’? The Muesli is the classic example. Yes, we’re expensive compared to some, but, compare 50% nuts & seeds with 70% oats and you start to understand why.

A serve of The Muesli is 50g – that’s about 4 desert spoons – and probably 1/3 to 1/2 of what you’re eating of another.

There should be 20 x 50g serves in a 1kg bag of The Muesli that’s $1.30/serve (at RRP $26). For bigger eaters, 15 serves to a bag is still only $1.60/serve. Even 10 serves is $2.60/serve! (With the gluten free there are 13 x 50g serves to a 650g bag, just $1.70/serve (at RRP $22))

Whatever way you look at it, it’s much less than $3.50 – $4.50 we pay for a café latte?

It’s not a substitute, supplement or replacement – it’s a meal – whole, real food. Simply combine The Muesli with fresh Greek Yoghurt (unsweetened) and a small amount of fresh or frozen berries or chopped fresh fruit for the most important meal of the day – healthy, filling, sustaining, delicious and great value for money!

Fit for breakfast

“If your goal is to improve yourself, a disciplined diet is key to getting there. Problem is many cereals contain up to 48% sugar, with mueslis often the worst offenders. The Muesli is 97% sugar free. It’s also nutritionally-balanced, tastes great and a small bowl gets you through to lunchtime. That’s what makes The Muesli 100% fit for breakfast.”

The ingredients in detail

5 Nuts, 4 Seeds, Oats & Coconut

And that’s it. What you see is what you get. Rather than rely on sugar, The Muesli lets its raw natural ingredients deliver the deliciousness. So you get all the goodness and great taste, minus the sugar.

It’s 97% Sugar Free, tastes great and the combined protein, fibre and good fat in The Muesli fill you up for longer. A small bowl will satisfy you until lunchtime. No more mid-morning ‘sugar lows’ that leave you craving a sugary snack.

The mix…

27% Raw Nut Mix.   Almonds, Cashews, Walnuts, Hazelnuts and Brazil Nuts for an irresistibly delicious and healthy crunch.

23% Pumpkin, Sunflower, Linseed and Sesame Seeds. A tasty combination of essential minerals, fatty acids and fibre.

36% Rolled Oats. Many mueslis are over 70% oats. The Muesli gives you more of the good stuff.

14% Shredded Coconut. Great tasting and a healthy source of digestible fuel.

Each ingredient…

Raw almonds are an excellent source of vitamin E. They’re also rich in monounsaturated fat, one of the two ‘good fats’ responsible for lowering LDL cholesterol.

Cashew Nuts
Cashews are rich in protein and a raw, natural source of energy.

Walnuts represent one of the best plant sources of protein. They’re rich in fibre, B vitamins, magnesium, and antioxidants such as Vitamin E. They also contain more omega-3 fatty acids than other nuts.

Hazelnuts contain a special combination of fats (primarily oleic acid), protein, carbohydrates, vitamins (including vitamin E), minerals, dietary fibre, phytosterol (beta-cytosterol) and antioxidant phenolics.

Brazil Nuts
Brazil nuts offer a nutritional source of magnesium and thiamine and are among the richest dietary sources of selenium.

Sunflower Seeds
As well as an excellent source of dietary fibre, sunflower seeds contain amino acids, vitamin E, B vitamins (especially vitamin B1 or thiamine, vitamin B5 and folate), and various minerals. Also rich in cholesterol-lowering phytosterols.

Sesame Seeds
Sesame seeds are exceptionally rich in essential minerals including iron, magnesium, manganese, copper, and calcium. They also contain vitamin B1 (thiamine) and vitamin E (tocopherol).[6] Natural sesame oil has one of the highest antioxidant levels of the edible oils.[7] Sesame seeds also contain phytosterols which may help reduce blood cholesterol.

Linseed or flax seeds are high in dietary fibre including lignans, and contain loads of micronutrients and omega-3 essential fatty acid. Flax seeds may also lower cholesterol levels, especially in women.

Pepita/Pumpkin Seeds
A fantastic source of protein, essential minerals and essential polyunsaturated fatty acids (including one or more omega-3 fatty acids and omega-6 unsaturated fatty acids).

Whole, unprocessed oats are an excellent source of thiamine, iron, and dietary fibre. Oats are also the only source of antioxidant compounds known as avenanthramides which may help protect the circulatory system from arteriosclerosis. Oat products also contain antioxidant-rich beta-glucan and the fibre in oats may help reduce blood cholesterol.

Coconut oil is rich in medium-chain triglycerides (MCT). MCTs are actually smaller than other fats so the body digests them quickly transforming them into an immediate source of fuel – rather than storing them as fat cells. Unlike some saturated fats, coconut oil does not raise cholesterol or contribute to weight gain.

We use puffed Australian amaranth in The Muesli gluten free. Amaranth has the highest protein content of any grain. It contains significant quantities of the 8 essential amino acids not produced by the human body and most of the 14 non-essential amino acids, making it close to optimal for our body’s requirements. It has a very high nutritive value, high quality protein, is very digestible, with quality carbohydrates – ie. no sugar, substanital dietary fibre and no cholesterol.

Brown Rice Flakes
The brown rice flake adds a more nutritious whole grain to The Muesli gluten free. The grain is rolled flat so processing is minimal and it has it’s own unique flavour adding to the mix of flavours from the nuts, seeds, amaranth & coconut.

More about sugar & fat

Sugar is the enemy not fat…

The following is taken from David Gillespie’s best-seller ‘Sweet Poison – Why Sugar Makes Us Fat.’

“In the space of 150 years, we have gone from eating no added sugar to more than 1kg a week. Two decades ago 1 in 14 adult Australians were obese; that figure is now 1 in 5.”

Food manufacturers are masters at labelling foods according to what they’ve programmed us to think we want and need…

‘99% Fat Free’. ‘Fat-Free’ is why we’re fat. Processing removes the fat but also the flavour. To improve its taste, ‘fat-free’ food is more often than not, filled with sugar.

‘No Added Sugar’, ‘Only Natural Sugars’. Many cereals contain up to and over 40% sugar, mueslis often the worst. If your muesli has dried fruit or honey, it has sugar. Unfortunately, particularly if you’re watching your weight, there’s no such thing as ‘good sugar’.

Even the booming juice market, with its widely perceived health benefits, is a major contributor to weight gain in our society. Fruit juice is full of sugar. It might be ‘natural fruit sugar’ or fructose but without the fibre of the fruit itself, fructose is the worst. You’d never eat 8 oranges in a sitting, but supersize for an extra 40c, and you’re having the sugar from at least 8!

What’s wrong with fructose?

Throughout evolution, fructose was such a rare resource nature decided we didn’t need an off-switch. So we can keep eating it without feeling full. Hormones in our bodies usually regulate the amount of fat, protein and glucose we eat – telling us when we’re full. With no off-switch, fructose simply bypasses and blocks these processes – allowing us to keep eating, everything! Also, because our system doesn’t have the ability to utilise it as energy, it’s converted directly into fat circulating in our bloodstream and sitting around our liver.

As David Gillespie explains, ‘Eating fat still puts fat in our arteries, but we have a built-in control to stop us eating too much fat. No such control exists for fructose.’ (p79, ‘Sweet Poison – Why Sugar Makes Us Fat’)

The Muesli is Fructose Free & proudly 97% sugar free because sugar is the real enemy, not fat.

What is good fat?

Fat is an important part of a healthy diet.

‘Good fats’ are a source of essential fatty acids (EFAs) – essential nutrients we need for good health that our bodies can’t generate from other food components.

EFAs are key to certain processes in the body, as well as an important source of fuel.

There are actually only two EFAs: alpha-linolenic acid, an omega-3 fatty acid; and linoleic acid, an omega-6 fatty acid. Processes in our body can create the other fats we rely on.

Vitamins A, D, E and K are fat-soluble meaning they can only be properly used by the body in conjunction with fats.

The oil in coconut is a good fat. Known as a Medium Chain Triglyceride (MCT), it contains smaller molecules than most other fats and is more readily used by the body.

Researchers at McGill University, Quebec, Canada investigated the use of MCT-rich fat to treat and prevent obesity. Their research showed diets containing MCTs can increase energy, boost metabolism, increase burning of calories, decrease food consumption, lower body fat mass, and reduce body weight. They found that MCT-rich oil, like coconut oil, can assist in losing and controlling weight, and even help treat obesity.

The Muesli has less than 0.1g/100g trans fats – ‘bad fat’ (ie. None.) Trans fat is a type of unsaturated fat with a chemical structure that has been found to be very dangerous. The damaging trans fats in our diet, result from manufacturing processes such as hydrogenation of seed oils.

Cholesterol – LDL & HDL

Our bodies produce enormous amounts of cholesterol to serve critical functions within – the structure of cell membranes, hormone production and transportation of fats in the blood stream. Interestingly the amount of cholesterol consumed is dwarfed by that produced by our bodies. The role of cholesterol in taking fats from the intestine to where they are used as the actual walls (membrane) of virtually every cell in our body, is hugely important. LDL particles carry the fats bound with the cholesterol to the cells and HDL particles and cholesterol collect and return those fats not needed, to the liver.

There are two ‘patterns’ of LDL particles – A & B – and people carry one or the other. The science shows that the Pattern B particles carry less cholesterol meaning that they are less equipped to manage the fat they carry, potentially resulting in oxidisation – which is very bad. It has been shown that a diet low in fat and cholesterol or high in fructose can be found to be the cause of pattern B particles. As a carrier of Pattern B LDL you are at three times the risk of heart disease than a carrier of Pattern A LDL.

Despite dietary guidelines and the information that we’ve been fed for many years – ‘it’s been abundantly clear since the 1950s and certain since the 1970s, that the amount of cholesterol and saturated fat we eat has absolutely nothing to do with our risk of heart disease.’ David Gillespie (p40) – “Toxic Oil – Why vegetable oil will kill you and how to save yourself”. David expands enormously in – “Toxic Oil” – about the grave situation concerning the misinformation that we’ve been fed for many years – he quotes numerous studies and documentation and it is a great read for changing the way you think (have been made to think) about fat!