Lions’ Den: Ankerkraut reaps Shitstorm after Nestlé deal – “soul sold to the devil”

  • patricia huber

    Frompatricia huber


Nestlé acquires the majority of the Hamburg spice manufacturer Ankerkraut. But customers and cooperation partners are not at all enthusiastic about this.

Hamburg – On Wednesday, the spice company Ankerkraut announced that the food company Nestlé is now the main shareholder. While the founders describe the move as “a great opportunity,” the deal largely falls through for most observers and fans. On social media platforms like Twitter or Instagram, many users don’t give a damn about the “Lion’s Den” startup business. And even on LinkedIn’s job platform, which is also known for its predominantly positive reviews, the deal has received unusually harsh criticism.

Ankerkraut and Nestlé: the acquisition causes a shitstorm

The comments below the company announcement post are unequivocal. “You sold your soul to the devil”, “When greed eats your brain, never again Ankerkraut in my kitchen” or “Unfortunately, I took a wrong turn and crashed into the wall” are just some of the hundreds of customer comments disappointed. .

But not only consumers are disappointed. A large cooperation partner has also made it clear with a public statement what it thinks of the news. YouTube star LeFloid, who regularly inspires several million subscribers with his videos, actually cooperated with Ankerkraut. But since the Nestle deal, that’s probably history. On Instagram he writes: “Since a cooperation with Nestlé is out of the question for us, we see no other option but to end the cooperation with Ankerkraut as soon as possible.”

LeFloid has received a lot of support from his fans. One user writes: “Right decision. It’s a shame about the store, but there are certainly alternatives with more guts.” Another says: “Congratulations on this decision. Personally, I think this is absolutely correct and exemplary of you, especially considering the ‘impact’ of the decision on you.” In fact, LeFloid even released his own spice called “Holy Smokes” with Ankerkraut. It is not yet known how the YouTuber’s spice mix will continue.

Nestlé: Strong criticism for water scandal

But why are so many consumers resisting food giant Nestlé? The group gained its dubious reputation through numerous scandals. The former Chairman of the Board of Directors of Nestlé, Peter Brabeck-Letmathe, caused what is probably the greatest damage to the image in an interview in 2005. At that time he spoke about water and explained that this raw material has a market value and therefore it is not a public good. From this, most listeners concluded that Brabeck-Letmathe does not see water as a human right.

On its website, however, the group returns: “At Nestlé we firmly believe that access to water is a fundamental human right. We fully recognize the human right to water, which was adopted by the United Nations General Assembly in 2010.” Regarding the relevant interview, he says: “The interview in the video is an excerpt from a 2005 documentary, which is out of print. context. was torn. This excerpt misrepresents the opinion of our president emeritus, who has repeatedly said that all people have the right to clean water to meet their basic hydration and hygiene needs.”

Nestlé: Always new scandals

Nestlé is also heavily criticized for buying water rights. The problem: Where Nestlé draws water, it becomes scarce. This is a big problem in the French town of Vittel*. The groundwater level continues to drop – the villagers protest. There are also other scandals about powdered baby milk, criticism for the excess of sugar in the products and the mountains of garbage caused by Nespresso coffee capsules.

So there are many reasons why consumers may choose not to buy Nestlé products. The bad reputation of the big corporation is now also the doom of the small start-up Ankerkraut. (ph) * is an offer of IPPEN.MEDIA.

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