Just Spices, the German-founded spice mix brand, is disclosing €13 million in Series B funding. The round is led by Five Seasons Ventures and Coefficient Capital, with Bitburger Ventures also joining.

A direct to consumer play, Just Spices offers two main product lines: Spice Mixes and “IN MINUTES”.

The first consists of various spice blends, with new blends being developed based on the sales and customer feedback data the startup is amassing.

The second, launched in 2018, is recipe-driven, offering 27 “fix” meal preparations that sees Just Spices provide the recipe and spice mix needed to prepare a quick meal, with only a few additional fresh ingredients required to complete the dish. It appears to share some similarities with SimplyCook in the U.K.

“The need for innovative, fast and still balanced solutions in the food sector is greater than ever,” says Just Spices co-founder and CEO Florian Falk. “On the one hand, people have less time available so food has to be as uncomplicated as possible, but on the other, we still have wants and needs… With Just Spices, and especially with IN MINUTES, we offer a carefree alternative, which consumers can be confident is fast and tasty whilst still fitting into a conscious, healthy diet.”

As part of its customer acquisition strategy and to power a product development feedback loop, Just Spices says it has built a vibrant, active digital community of home cooks. More than 60% of its sales are generated online, and the company claims to be one of the most followed spices brands in Europe (on social media). And certainly the startup is investing in content, including operating its own in-house studio and producing podcasts.

“We want to become the world’s largest lifestyle spice brand,” adds Falk. “To achieve this, we have not only built a fantastic partnership network, we have brought together an amazing team. We want to bring the joy and fun of cooking to many more people.”