Exit at Just Spices

The start-up mainly sells spices online and successfully uses social networks. Now 85 percent of the shares are going to Kraft Heinz.

Just Spices has sold 85 percent of its shares to Kraft Heinz, with the remaining 15 percent remaining with the founders, who will continue to run the company. Founded in 2014, Just Spices is primarily geared towards generations Y and Z and successfully promotes its 170 or so products via its social media channels.

"In recent years, Just Spices has further strengthened its successful omnichannel approach and has some of the best direct-to-consumer analytics in the food industry," explains founder Florian Falk. "We are very excited about the expansion potential that comes from combining the innovation and brand strength of Just Spices with the Kraft Heinz team and the scale that comes with it." Falk founded Just Spices together with Ole Strohschnieder and Bela Seebach in Düsseldorf in 2014, and the start-up now employs 150 people.

Kraft Heinz is primarily present in Germany with the Heinz and Bull's Eye brands. In 2020, the company reported a global turnover of 26 billion US dollars. The takeover is primarily intended to drive Just Spices' international growth.