April 17, 2022 – 3:50 p.m. look
On Wednesday, it was announced that the Hamburg spice brand “Ankerkraut” had been sold to Nestlé. Many influencers who had cooperated with the company expressed their anger on social media. Now the founders of Ankerkraut commented shit.
Thanks to Ankerkraut, Anne and Stefan Lemcke are now multimillionaires
When Anne and Stefan Lemcke founded their company in Hamburg in 2013, they had no idea what would happen to Ankerkraut. But their participation in the cave of lions (see here on RTL +), where they were able to win Frank Thelen (46) as an investor, should change everything.
Ankerkraut is now considered one of the most successful German companies with annual sales in the tens of millions. Prior to the current sale to Nestlé, a partial sale to French investment firm EMZ made founding couple Lemcke multi-millionaires in 2020.
Nestlé deal brings massive criticism to Ankerkraut founders
And the deal with Nestlé should pay the two a handsome sum more in the cash register. But the sale is making waves – and mostly negative waves. On social media, a number of the brand’s fans are expressing how annoyed they are with the million-dollar deal. After all, Ankerkraut’s values would in no way correspond to those of Nestlé.
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The Swiss company based in Vevey has long been criticized for its questionable business practices. It is said, for example, that the group would exhaust the drinking water reserves of the small town of the same name in Switzerland for its “Vittel” brand of water, or that it would draw the last drop of water in Africa, where there are already has a drought, and sell it at high prices. Only Nestlé knows what the rumors are really about.
Influencers end collaborations with Ankerkraut over Nestlé deal
In any case, the founder of Ankerkraut, Lemcke, seems to have convinced Nestlé with his business acumen. Unlike many other people in Germany who boycott the Swiss company.
Following the agreement between Ankerkraut and Nestlé, several influencers even announced that they were ending their cooperation with the former start-up Lemcke.
That’s what Ankerkraut founders Anne and Stefan Lemcke say about shit
But what do Anne and Stefan Lemcke say about shit on social media? The founders kept a low profile in an interview with the German Press Agency (dpa) on Thursday: “As a brand, we stand for very special customer proximity and a close exchange with our fans right from the start. […] What we don’t accept is online hate and insults towards the people who work at Ankerkraut.”
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But they conceded that the criticism, which spread mainly via social media, did not leave them and the employees indifferent. However, the Lemcke couple did not make any specific statement about the deal with Nestlé and why they decided to take the plunge.
On Wednesday, after the revelation of the mega deal, Ankerkraut responded at least in part to the massive criticism from influencers and customers on social media: “Of course, we dealt with Nestlé in detail when making this decision. In the end, it was mainly the people who supported us Nestlé convinces with their understanding of our brand.” (Afp/ah)