After exploring Europe's breakfast culture and sampling a variety of healthy cereals, economist Magda Karapetyan returned to Armenia with a vision: to create the country’s first locally produced muesli brand. The result was “Mornin”, a company dedicated to offering nutritionally balanced, Armenian-made muesli options for health-conscious consumers.
“Mornin” offers a diverse product range—from kid-friendly chocolate blends to protein-rich formulas for athletes—each developed with the expertise of a nutritionist to ensure portion-controlled, health-boosting recipes. A key feature of Mornin's identity is its use of locally sourced Armenian dried fruits, such as plums, apricots, apples, and peaches, which form the base of its thoughtfully curated blends.
“We designed Mornin’s muesli using Armenian dried fruits and created targeted formulations with the help of a nutritionist. Each mix is crafted not just for taste, but to serve a specific health purpose,” said Magda Karapetyan, Founder and CEO of Mornin.
The company is a beneficiary of the joint incubation program by the ACBA Federation and Impact Hub Yerevan, which provided mentorship, business development training, and strategic guidance throughout Mornin’s early growth phase.
“The year-long program was diverse, insightful, and deeply professional. The mentorship we received helped turn an idea into a real business,” Karapetyan added.
With a strong foundation established, Mornin now plans to expand its market reach through exports, introducing Armenian-crafted muesli to international consumers.
The ACBA Federation is the major shareholder of ACBA Bank, holding over 81% of its shares. Through this strategic position, the Federation actively contributes to the development of agriculture, the growth of small and medium-sized enterprises in rural areas, development of community, the revitalization of local economies, and the improvement of livelihoods for individuals engaged in entrepreneurial activities across Armenia’s rural communities.
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