The well-known startup Ankerkraut “The lion’s den” had a success message this week: The company will be bought by Nestlé, the two founders should earn a lot of money with it. But the deal also causes a lot of resentment – now also among influencers.
Ankerkraut’s formula is simple: buy spices, market them without additives and sell them online. With this recipe, the startup is over “The lion’s den” It has grown considerably and has brought wealth to both the founders Anne and Stefan Lemcke and DHDL investor Frank Thelen – especially after the recently announced exit through the sale of the company to Nestlé.
Now, Nestlé’s image isn’t exactly the best – the list of allegations against the food giant’s individual brands is long, ranging from aggressive advertising to pumping and selling precious water. The difference to the painstakingly built and maintained solid image of Ankerkraut could not be greater. Accordingly, there is a lot of headwind from fans of the spice mixtures – but also from social media stars, through whom the DHDL startup was able to achieve a large part of its popularity and sales.
Ankerkraut: Influencers are turning away from startups
Like the sustainability portal “Utopia” reports, gaming influencer TrilluXe (650,000 subscribers on YouTube) is turning away from Ankerkraut. On Twitter he quotes the message from Ankerkraut and writes about it “I’m very sad about it, we’ve done super cool activities 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’ve just ended the partnership with immediate effect.”
Shurjoka is also very clear (more than 200,000 followers on Twitch): “I’m incredibly disappointed because I’ve always really liked Ankerkraut products. With this decision, however, I would like to distance myself from the company, I have ended my partnership with Ankerkraut with immediate effect.”
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Source: Stern
Jane Stock is a technology author, who has written for 24 Hours World. She writes about the latest in technology news and trends, and is always on the lookout for new and innovative ways to improve his audience’s experience.
