"Fixed seat in the lion's den would be a dream" - From contestants to investors: Ankerkraut founders return to Dragon's Den Germany
Anne and Stefan Lemcke, the founders of spice brand Ankerkraut, are returning to Dragon's Den Germany as guest investors. A decade ago, they stood before the panel themselves, securing a deal with Frank Thelen for a 20% stake in their startup. Now, after building a multimillion-euro business, they're stepping into the investors' seats.
The couple first appeared on the show in 2013, pitching their spice company with a mix of nerves and enthusiasm. Anne Lemcke later recalled enjoying the experience despite the initial pressure. Their success story took a major turn in April 2022 when Nestlé acquired a majority stake in Ankerkraut.
Though no longer in day-to-day control, Anne remains involved as an advisor. Stefan, meanwhile, believes the brand would have grown even without Dragon's Den—just at a slower pace. Both now focus on supporting other founders, with Stefan stressing that strong ideas and determined entrepreneurs drive his investment choices.
Beyond business, the Lemckes prioritise family time and experiences over material luxuries. Anne also highlights the importance of a clear brand identity and a well-planned multichannel strategy for product success. Their return to the show marks a full circle, as they now consider a permanent role among the Lions a dream.
The Lemckes' journey from contestants to investors reflects their growth from startup founders to seasoned business figures. With a portfolio of startup investments and a brand now backed by Nestlé, their return to Dragon's Den underscores their ongoing influence in the entrepreneurial world. Their focus remains on supporting new founders while valuing personal experiences over wealth.
