One of the founders left the company after it was taken over by Kraft Heinz.
(Photo: obs)
Dusseldorf The shitstorm was massive: When the large corporation Nestlé took over the majority in Ankerkraut in the spring, the fans of the spice newcomer went on the barricades. The start-up had grown by selling its premium products directly on the Internet.
Ankerkraut Managing Director Timo Haas was clear that Nestlé has a difficult standing in this country. “Nevertheless, we were surprised by the waves that the investment in Ankerkraut caused,” he now tells the Handelsblatt. The number of Ankerkraut influencers has shrunk from 500 to 240. The well-known YouTubers LeFloid and Sturmwaffel are now advertising the Ostmann brand from competitor Fuchs.
2022 was also the first year in the company’s history with declining sales. This fell from around 40 million euros “in the small double-digit percentage range”, also because of the low desire to buy. Actually, 25 percent growth was planned.
Henkel, Beiersdorf and Kraft Heinz have invested millions
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