The takeover of Ankerkraut by Nestlé caused horror in the influencer scene and among fans. The reactions.
The takeover of Ankerkraut by Nestlé caused a shitstorm
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Nestlé has acquired a majority stake in Ankerkraut (known from “The Lion’s Den”). This surprising news caused a small tremor in the German influencer scene and among Ankerkraut fans on Wednesday afternoon.
Nestlé is the new majority owner of Ankerkraut! We remain independent: as a company and brand. The founders Anne and Stefan, as well as the management, will remain on board as relevant shareholders and nothing will change in the operative business.
— Ankerkraut GmbH (@ankerkraut) April 13, 2022
Whether on Twitch, Instagram or Youtube: Many well-known content creators have maintained a partnership with Ankerkraut for a long time. A large number of these influencers now want to end their partnership with Ankerkraut as soon as possible now that Nestlé is on board there.
The German spice manufacturer Ankerkraut, founded in 2013, became more widely known when its founders Anne and Stefan Lemcke appeared in the VOX program “Die Höhle der Löwen” in 2016 and were able to win over the investor Frank Thelen. This boosted the company’s success enormously. At that time, Thelen invested 300,000 euros for 20 percent of the shares. Over the next few years, the value of the company rose to over 100 million euros, also thanks to the clever influencer strategy. Dozens of influencers promoted Ankerkraut in their streams and videos. The shock is all the greater now after the Nestlé takeover: Nestlé is extremely unpopular on Twitch and other social media because of its controversial global activities as a food giant.
And this is how various influencers and fans react to the announcement of the takeover of Ankerkraut by Nestlé:
Anyone know good alternatives?
— Domtendo (@domtendo) April 13, 2022
We just found out through social media that Ankerkraut has sold the majority of its shares in the company to the Nestlé group. We were not informed about this in advance.
We are very sad about this, but had to make a conscientious decision. https://t.co/rtguqydbq9
— DoctorFroid (@Doctor_Froid) April 13, 2022
Like all other partners, I only just found out about this decision via social media. This is also not acceptable for me. I am absolutely irritated and disappointed. https://t.co/hYJS6jjc3D
— Storm Waffle (@Sturmwaffel) April 13, 2022
I’m very sad about it, we’ve done super cool actions together in the last few months and still had a lot planned for 2022. 🙁
I only found out about the news through this tweet, I just ended the partnership with immediate effect. https://t.co/ewdOLqXSBO
— TrilluXe (@TrilluXe) April 13, 2022
That’s very sad.. 😢I really loved the collaboration and the products too..
— shushu 🏳️🌈 (@shushu) April 13, 2022
in shorts: @ankerkraut just announced the merger with Nestlé. I am therefore parting ways with Ankerkraut as a partner with immediate effect.
— FREIRAUMREH | Kim (@freiraumreh) April 13, 2022
You build up an image for years, look for partners in the influencer area who fit in well, do things that underline the image and then you throw it all in the bin. Was the image just a marketing gimmick for years, or did you wake up and wanted a 180° turn?
— Philip (@grassi2000) April 13, 2022
On current occasion: Incidentally, the Bremen spice trade has been selling high-quality spices without additives, flavor enhancers and the like for over ten years, with a donation for every item sold. For over ten years. 😉 https://t.co/vTIzydncpH#Nestle #anchorweed
— WFB Bremen (@WFBBremen) April 13, 2022