Nestle takes over spice trader Ankerkraut: Shitstorm follows

– Food conglomerate Nestlé Hamburg takes possession of the majority of spice merchant Ankerkraut. The former start-up became known through a TV appearance.

Nestle has also taken over shares of previous investors – EMZ Partners, Fregeist Capital and Nailman Ventures – as well as parts of management shares, making it a majority owner of Ankerkrat GmbH, Ankerkrat announced on Wednesday. Of. The company did not provide any figures.

According to the information, Ankerkrat will continue to operate as an independent company with its own brand, with founders Anne and Stefan Lemke remaining on the board as shareholders and brand ambassadors. The same applies to managing directors Timo Haas and Alexander Schwach, who continue to run the company as shareholders.

Many influencers are now distancing themselves from the company: They have canceled the ongoing collaboration and expressed their displeasure on Twitter, among other things. Brand success is based not least on successful social media marketing.

I am incredibly disappointed as I have always liked Ankerkraut products.

With this decision, however, I wish to distance myself from the Company, I have terminated my partnership with Ankerkrat with immediate effect. https://t.co/8AC7sDbGQu

— Joka (@Shurjoka) 13 April 2022

Since cooperation with Nestlé is out of the question for us, we do not see any other option but to terminate cooperation with Ankerkrat as soon as possible.

We are grateful for cooperation in the past, but the situation is not sustainable for us.

— doctorFroid (@Doctor_Froid) 13 April 2022

As a result of the acquisition of Ankerkrat by Nestle, I am no longer partnering with Ankerkrat with immediate effect.

Sure, it hurts a little financially, but as long as I can somehow afford the moral, I’ll always do it. https://t.co/cc66681aLk

— HollaDieWaldfee (@holla_twitch) 13 April 2022

Ankerkraut GmbH from the south of Hamburg was founded in 2013 by Anne and Stefan Lemke as a start-up. According to its own statements, the company now employs over 230 people and achieves sales in the mid-double-digit million range.

Ankerkraut is best known for her appearance on the TV show “Die Hohle der Löwen” in 2016. According to its own statements, Ankerkraut now sells more than 500 spices and spice blends, sauces, teas and accessories.