Short answer is Me and Goji is DIY breakfast cereal. A fairly simple, almost fun interface lets you combine healthy and exotic ingredients to make your own cereal. Then you click Order and get a "cereal capsule" of it sent to your house.
It's really expensive. I just paid $18 (including shipping) for roughly two boxes worth of my own concoction I called Spelt Golden Goose Chia. Not a great name, I know. But informative, because just typing the name reminds me that I combined spelt flakes, golden raisins, gooseberries, and some seed I'd never heard of called chia. Looks super tasty and healthy, perfect for someone like me who loves cereal and also eats healthy. No Cocoa Puffs for me, and Kashi gets so boring.
The great business lesson here is that people will pay extra for brands who combine experience with shopping. You know, that old Experience Economy thing.
The cost will come down the more people like you participate, enabling the company to buy more to expand past the early adopters. It's an example of demand driving down price, which is a bit counter-intuitive, but happens more than you might think. So get to shopping!