Controversial Nestlé group buys Ankerkraut – dozens of Twitch streamers end cooperation

The spice company Ankerkraut announced on April 13 that it had been taken over by Nestlé, the world’s biggest and controversial food company. However, dozens of influencers, Twitch streamers and YouTubers are not at all enthusiastic about the campaign. Some of them have been in the business for years and can’t believe it.

Why is Nestlé controversial? Nestlé is criticized on several occasions:

  • They are said to be responsible for the deaths of several babies because they distributed free samples of baby food prepared with contaminated water.
  • They say they used genetic engineering to alter the ingredients of a candy bar.
  • There are allegations that Nestlé engages in child labor, human trafficking, animal testing and forced labor.
  • The conglomerate reportedly bought palm oil in 2010 from companies destroying the rainforest in Indonesia.
  • There are many other allegations against Nestlé, which you can look up in the Wikipedia entry.

What is Anchor Grass? Since 2013 Stefan and Anne Lemcke have been producing high quality and unusual spices in a small family business. However, in 2016 the company gained notoriety after appearing on the TV show The Lion’s Den.

The objective is to present your own start-up and convince the “lions” (investors) of your product. Ankerkraut succeeded and Frank Thelen invested 300,000 euros in the Lemcke company.

From there it only went up: in 2017 they already had a turnover of 9 million euros and employed 70 people. Today, the two companies forecast an annual turnover of more than 30 million euros and employ more than 200 people.

This is how Ankerkraut announces: On their homepage, Ankerkraut advertises that they set clear standards for people, our world, and the creatures that inhabit it. They also think about sustainability and responsibility in production and packaging (via Ankerkraut.de).

The community finds just the opposite:

Major influencers, Twitch streamers and YouTubers end collaborations

Ankerkraut mainly relies on advertising from well-known personalities, influencers and some online magazines. They have entered into cooperations with Twitch streamers, especially from the gaming sector. Even the Twitch logo is stored on their site under the “known to” element.

What are content creators saying about it? They don’t seem enthusiastic at all and sometimes even very angry. Some of them report that they were not even informed in advance of the Nestlé purchase and only learned about it through social media:

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In addition to DoktorFroid, Sturmwaffel (via Twitter) and Sintica (via Twitter) also similar and knew nothing about the purchase in advance.

Great Nintendo YouTuber Domtendo also asks directly about the alternatives (via Twitter). Many Twitter users have also started recommending other spice companies in Ankerkraut’s comments.

More statements from streamers and other influencers:

  • Twitch streamer Pewy says, “I’m really angry (via Twitter).“
  • The shushu streamer also said, “It’s very sad. I really loved the collaboration and the products too (via Twitter).“
  • Content creator Chefstrobel tries to see it from Ankerkraut’s perspective: “Not justifiable from a moral point of view. Absolutely understandable from a business point of view. Difficult topic (via Twitter).“
  • YouTuberin Julis Tierwelt has a clear opinion: “It’s a shame, but that’s it. I don’t understand how money can work with the bloodiest company ever. Goodbye (via Twitter).“

Twitch streamer Pandorya supports her colleagues’ plan to end their partnership with Ankerkraut (via Twitter) and many other users and influencers are doing the same. The quoted tweets are full of misunderstanding, anger and announcements about the end of cooperation with Ankerkraut.

Funny: The PietSmiet guys had the spice timing right. Just today, April 14, they presented their new spice blends as part of the “PietSmiet kocht” format. They advertise with “Now new in the shop: spice mixes without bad aftertaste”:

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Ankerkraut responded to user criticism

What does Ankerkraut say to the masses of critics? The t-online online magazine received the comments from an Ankerkraut spokeswoman, who said: “We have more likes on Instagram than negative comments”.

Ankerkraut, on the other hand, have a “very good feeling” about Nestlé, as they received only “very good responses” when speaking to big business about criticism of Nestlé.

Moreover, such a reaction was expected from Ankerkraut, but they are confident that the majority will remain loyal to them. In addition, they would like to deal with user criticism and describe themselves as a “very open company”.

However, they also said, “Of course, if someone now says ‘Bye, Ankerkraut’, then that’s it. You can’t and shouldn’t arrest people like that.”

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