Not so long ago, there was no choice. Coffee was coffee. Pasta was pasta. Muesli was something Swiss people ate. Now, with mass customisation, almost anything is possible.

My Muesli is a German internet startup which sells custom-mixed muesli for £3.90 a tin. You can choose from 75 ingredients, ranging from raisins (20p for 50 grammes) to Goji Berries (95p for 20g). There 566 quadrillion possible options, and they introduce special ingredients for special events. Dried carrot pieces for halloween were popular, but not well liked. The company has been a modest success, with orders from companies like Google and Microsoft, and a turnover of 1 million Euros.

MyTwinn.com is a tiny bit creepy. Send them a photo and £73. Four weeks later, they’ll send you a 23in tall plastic clone of what might be your daughter. You can even buy matching outfits for you and your “twin”.

DeinRap.com is another German start-up. For £20, they’ll make you an MP3 of a custom-mixed hip-hop track with your own lyrics sung by one of two German rappers (don’t worry, they both have exotic facial hair and large hats).

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