Ankerkraut And Jung Von Matt Bring The Joy Of Eating Back To Covid Sufferers

Mar. 31, 2022

To date, more than 450 million people worldwide have been infected with Covid-19. One of the many side effects of the disease is the change and, in the worst case, the full loss of one's sense of taste and smell. In order to help those affected reactivate their taste buds, the Hamburg-based spice manufacturer ANKERKRAUT collaborated with the non-profit British cooking school Life Kitchen, which specializes in developing unique cooking recipes for covid and cancer patients suffering from the loss of taste. 

The result of this exciting collaboration is "Taste Again," a limited edition of ANKERKRAUT spices based on scientific findings from Life Kitchen and the University of London. These special three blends are intended to help sufferers retrain their sense of taste in the long term and thus regain the pleasure of eating. As an additional aid, a QR code on the packaging leads directly to specially designed recipes that can be easily recreated at home. 

This truly is a project for a good cause: The Hamburg-based company will donate the proceeds of the "Taste Again" edition, which is available online and in selected ANKERKRAUT stores from March 30 to the charitable work of Life Kitchen. The well-known TV chef and cookbook author Alex Wahi (Sweet, Sour, Salty, Spicy) join the project as prominent support. Wahi is helping to raise awareness of the issue, actively contributing his expertise by cooking the "Taste Again" recipes for affected people at a cooking event - together with Life Kitchen founder Ryan Riley. 

Anne Lemcke, founder of ANKERKRAUT said:

"Sustainability and social responsibility have been ingrained in Ankerkraut's values from the beginning. We sell more than just spices, we want to be a counter-concept to the fast-paced, unhealthy lifestyle of our time. We stand for a respectful approach to food, and we believe in the importance of community and helping each other. The Taste Again project unites all these values and is, therefore, an absolute project from the heart."

 

ANKERKRAUT's agency Jung von Matt Next Alster had previously launched their Germany-wide campaign "Spread Love". They developed not only the basic idea but also the complete product design and the associated campaign for the edition. The visual idea of the multifunctional approach refers to the different taste zones of the human tongue. Their colored areas consistently run through the entire product appearance, from packaging to posters and accompanying social media assets.

David Leinweber, creative managing director Jung von Matt NEXT ALSTER adds:

"With the charity project "Taste Again", we are once again spreading the love with ANKERKRAUT and are very happy when we succeed in giving some people back the joy of eating. Or as one of our typographic messages promises: back to mmmh."