Thursday 20 January 2022

US-based food company The Kraft Heinz Company (NASDAQ: KHC) has completed its acquisition of an 85% stake in Germany-based direct-to-consumer seller Just Spices GmbH.

The remaining 15% ownership stake has been retained by Just Spices' three founders, who will continue on with the company and focus on driving the business and its international growth.

The proposed deal was first announced on Dec. 10, 2021.

Launched in 2014, Just Spices is a start-up in the taste elevation category with annual sales of approximately EUR 60m.

Its 170-plus product portfolio includes spice blends, salad dressings, easy-to-prepare "In Minutes" blends, and organic offerings for diverse meal occasions ranging from breakfast and light snacks to salads and baking, with a range of savory, sweet, classic, and exotic flavors.

Just Spices' growing business sells approximately 70% of its ready-made and one-step spice blends directly to consumers, with its remaining sales through major grocery retailers both in-store and online in Germany, Spain, Austria, and Switzerland.

Just Spices was founded in Dusseldorf by Florian Falk, Ole Strohschnieder and Bela Seebach in 2014.

It supplies numerous spice blends and pure spices, quick-fix meal kits through its own e-retail offering, third-party online marketplaces and an increasing presence in traditional offline food retail sectors.

Just Spices inspires a growing consumer base to refine their own dishes and become creative in the kitchen.

In 2018 the spice manufacturer also launched the Just Spices In Minutes "fix" meal kits category and in 2020 they launched their salad dressing range online and in retail trade.