Outraged influencer: Nestlé takes the majority in the company “Cueva del León” Ankerkraut

Deal outraged influencers

Nestlé obtains a majority in the company “Lion’s Den” Ankerkraut

The food giant Nestlé takes over the majority of the start-up Ankerkraut The food giant Nestlé takes over the majority of the start-up Ankerkraut

The food giant Nestlé takes over the majority of the start-up Ankerkraut

Credit: AFP/FABRICE COFFRINI

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The Hamburg company Ankerkraut was founded nine years ago. Now, the food giant Nestlé secures the majority of the spice trader. But there is criticism on social networks.

Dhe food group Nestlé takes over the majority of the Hamburg spice trader Ankerkraut. Ankerkraut announced on Wednesday that it had taken over the shares of the previous investors, EMZ Partners, Freigeist Capital and Knälmann Ventures, as well as parts of the management shares, becoming the majority owner of Ankerkraut GmbH. The company did not give figures.

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

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NESTLE SEMESTER RESULTS, FILE PICTURE, THURSDAY, JULY 30, 2020 - A logo is displayed during the general meeting of the world's largest food and beverage company, Nestlé Group, in Lausanne, Switzerland, on Thursday, July 11, 2020. April 2019. (KEYSTONE/Jean Christophe Bott)

Ankerkraut GmbH from the south of Hamburg was founded in 2013 by Anne and Stefan Lemcke as a start-up company. The company now employs more than 230 people and achieves sales in the mid-double-digit million range.

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

The inauguration is not only met with approval. YouTuber and influencer “LeFloid” is disappointed in an Instagram post: “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.”

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More Twitch streamers like TrilluXe Y shur joka end the cooperation. Customers also express their disappointment in the Instagram post “Ankerkraut”. Investor Frank Thelen, on the other hand, congratulated Ankerkraut’s founders on Instagram: “Wow, who would have thought that with your appearance on DHDL? Now you’re a lion yourself and win Nestlé as a partner with Ankerkraut.”

Ankerkraut founders Anne and Stefan Lemcke have called for restraint after food company Nestlé’s controversial takeover of the majority of their spice company. “As a brand, we stand for a very special customer proximity and a close exchange with our fans from the very beginning,” the founding couple of the German Press Agency said on Thursday. That is why Ankerkraut does not close the debate. “What we do not accept is the hate on the internet and the insults to the people who work at Ankerkraut,” they both emphasized. They admitted that the criticism, which was spread mainly through social networks, did not leave them or the employees unscathed.

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