Exit at Just Spices

The start-up mainly sells spices online, successfully using 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 attuned to Generations Y and Z and successfully promotes its 170 or so products through its social media channels.

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

Kraft Heinz is present in Germany primarily with the Heinz and the Bull's Eye brands. In 2020, the company said it generated $26 billion in global sales. The acquisition is primarily intended to drive international growth for Just Spices.