The right spice blend made from natural ingredients for every dish: That is the recipe for success of the Düsseldorf-based startup Just Spices. From its base in North Rhine-Westphalia, the company founded in 2014 has quickly conquered the spice shelves of over 12,000 supermarkets in Germany, Austria, Switzerland, Spain and the UK. Now, home chefs in the USA are also to acquire a taste for its wares. The strikingly colorful tins have been available in an online store there since April.
For the market launch, the three founders from the NRW state capital are focusing on a targeted social media campaign with influencers. Food group Kraft Heinz – the main shareholder for roughly the past one and a half years – is supporting the expansion. Initially, ten of the total of around 170 spice blends will be offered in the United States. As online retailing has already proven successful for Just Spices and generates a large part of its sales, the company is concentrating on this distribution channel. In the future, the products will also be available in supermarkets.
"The USA offers a huge market with great potential for us. The country unites so many influences of the most varied cultures, which are also reflected in its culinary diversity," says Béla Seebach, founder and COO of Just Spices. The company, which now has over 180 employees, is thus venturing into its first market outside Europe. Its declared goal is to expand Just Spices into a global brand.
