For years, Ankerkraut has been an important brand for influencers on Twitch. As a major advertising partner, many streamers and content creators had a collaboration with the brand. Now it could become that way again.
What is Ankerkraut? Ankerkraut is a start-up company from Germany. Instead of simple spices, the brand focuses on special designs and spice mixtures meant for specific dishes.
The concept is: Do you want to season a pizza? Use pizza spice. Do you want to season fries? Ankerkraut has fry seasoning ready. At the latest since the success in the Vox show “Die Höhle der Löwen” in 2016, the company has been surging. But everything changed in 2022.
Ankerkraut becomes Nestlé
How did success falter? The founders decided in 2022 to accept an investment from Nestlé. The problem: Ankerkraut had relied heavily on influencers in its marketing, whose opinions were closely tied to the brand.
However, these influencers did not want to be part of the new business chapter. Many influencers did not want to be rumored to be sponsored by Nestlé. Accordingly, they distanced themselves from their long-time partner Ankerkraut, which in turn faced a backlash.
Since then, it has been quiet around the brand. While sales have not been halted, influencer marketing has noticeably declined. But that could change now.
What happened to the collaboration? The founders of Ankerkraut have now announced on X.com that they are standing for the first time since 2016 completely without investors. Founders Anne and Stefan Lemcke bought back all shares and now own 100% of the company again.
This paves the way for new collaborations with well-known streamers and content creators who had boycotted Ankerkraut not because of the products, but because of Nestlé’s investment.
Already, some streamers have reacted positively to the reset at the company on X.com. Streamer SmashLunatic writes there: Ok, let’s collaborate again
, and Asleyia also shows interest on X.com.
As viewers, one can likely expect to see Ankerkraut as a sponsor in many streams and videos again, this time completely without Nestlé.
That the founders of Ankerkraut have bought back the shares out of their own pockets and will now run their company entirely independently again pleases the streamers and viewers. However, some may not want to forget the collaboration so quickly. You can learn here how the streamers reacted when Nestlé once stepped in: Controversial corporation Nestlé buys Ankerkraut – Dozens of Twitch streamers end the collaboration
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