In a rare reversal of the typical corporate acquisition cycle, the founders of the Hamburg-based spice brand Ankerkraut have reclaimed their company from the global food giant Nestlé. Anne and Stefan Lemcke, who built the brand from a 2013 startup into a household name, have bought back their shares to regain full operational control.
The move marks the end of a four-year chapter under the umbrella of the world’s largest food corporation. While the specific financial terms of the buyback remain confidential, the transition is being framed as a homecoming for a brand that the founders describe as their “life’s work.”
This strategic shift comes after a period of significant volatility for the brand. When Nestlé acquired a majority stake—reportedly 85 percent—in April 2022, the deal sparked widespread criticism from a loyal customer base that viewed the brand’s “indie” spirit as incompatible with a multinational conglomerate. At the time, media reports suggested the transaction involved a triple-digit million-euro sum.
The return to independent ownership is not merely a sentimental gesture but a response to a shifting consumer landscape. According to the company, the decision was driven by a demand for “additional entrepreneurial leeway” to better navigate a changed market environment.
The Evolution of a Modern Spice Brand
Founded in Hamburg in 2013, Ankerkraut disrupted the traditional spice aisle by blending digital-first marketing with a distinct aesthetic. The company gained traction through aggressive online advertising and a commitment to sustainable packaging, specifically utilizing glass jars with cork stoppers—a design choice that Anne Lemcke noted was innovative at the time of its launch.
Under the Lemckes’ leadership, the brand expanded beyond Germany, securing placements in retail outlets across Austria, and Switzerland. This growth made them an attractive target for Nestlé, which sought to integrate the agile, modern brand into its broader portfolio. However, the cultural gap between a lean startup and a corporate behemoth proved challenging for the brand’s identity.
Following the 2022 sale, the Lemckes retained a minority stake and stepped back to spend more time with their family. In a recent statement shared via Instagram, the couple admitted that this period of reflection revealed a deeper truth: the company was not just a business, but a fundamental part of their family unit.
A Shift in Scale and Strategy
The transition back to founder-led ownership coincides with a leaner organizational structure. While the company was larger at the time of the Nestlé acquisition, it has since streamlined its operations. The current workforce stands at approximately 160 employees, down from 230 at the time of the initial sale.
Financial performance has also shifted. While the company previously reported revenues of approximately 40 million euros for its spices and teas, current figures are described as being in the “mid double-digit million range.” This adjustment suggests a move away from the hyper-growth mandates of a global corporation toward a more sustainable, founder-driven growth model.
| Metric | At Time of Sale (2022) | Current Status (2026) |
|---|---|---|
| Ownership | Majority Nestlé | Founder-led / Independent |
| Employee Count | ~230 | ~160 |
| Annual Revenue | ~40 Million Euro | Mid double-digit millions |
| Market Presence | DACH Region | DACH Region |
The Path Forward: New Ownership Structure
The new ownership structure is designed to ensure long-term stability and leadership continuity. Alongside Anne and Stefan Lemcke, long-term managing directors Timo Haas and Alexander Schwoch will also hold shares in the company. This distribution of equity aligns the interests of the founders with the executives responsible for the day-to-day operations.
Alexander von Maillot, head of Nestlé Germany, expressed support for the move, stating that the corporation backs the founders’ desire for greater entrepreneurial independence. This amicable parting suggests that the buyback was a mutual recognition that Ankerkraut’s brand equity is most potent when managed with the agility of its original creators.
For the Lemckes, the goal is now to reposition the brand for the current market. By removing the corporate layers of a multinational, the company intends to regain the “entrepreneurial room” necessary to innovate on product lines and sustainability initiatives without the constraints of global corporate reporting cycles.
As Ankerkraut pivots back to its roots, the company will focus on stabilizing its current market share in the DACH region while leveraging its reclaimed independence to recapture the loyalty of consumers who were alienated by the initial corporate takeover.
The company is expected to provide further updates on its strategic repositioning and potential new product launches in the coming fiscal quarters.
We invite readers to share their thoughts on the trend of “founder buybacks” in the comments below.
