Wiberg
- Company typePrivate
- Founded1947
- HeadquartersSalzburg, Austria
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
Wiberg firmographics
Firmographics- Name
- Wiberg
- Legal name
- NovaTaste Austria GmbH
- Website
- https://wiberg.eu
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Wiberg industry classification
Industry- Product category
- Spices and Seasonings
- NAICS
- Food Manufacturing (311), Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Other Specialty Food Retailers (44529)
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090), Wholesale-Groceries, General Line (5141)
- akta.pro primary industry
- Condiments, Sauces & Dressings (CRADAAAB)
- akta.pro secondary industry
- Specialty & Gourmet Foods Distribution (CRAOABAF)
Keywords
Where Wiberg is headquartered
LocationHeadquarters
- HQ city
- Salzburg
- HQ country
- Austria
- HQ region
- Europe
Offices8 records
Markets served
Wiberg business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- B2B Professional Spice and Seasoning Sales: Sale of spices, herbs, seasoning blends, vinegars, oils, sauces, soups and convenience products to butcher trade, hotels, restaurants, system gastronomy and communal catering businesses through direct sales and distribution partners.
- B2C Retail Sales (WOW Line): Sale of consumer-facing spice mixes, mills, sauces and vinegars through retail partners and e-commerce platforms targeting home cooks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Professional Gastronomy Products |
| Other | Pay-as-you-go | WOW Consumer Products |
| Other | Pay-as-you-go | Mise en Place 4.0 Seminar |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Wiberg product offering
Product offeringCore offering
WIBERG manufactures and distributes a comprehensive range of spices, herbs, seasoning blends, gourmet sauces, premium vinegars, oils, soups, bouillons, chutneys and convenience products for professional kitchens (butcher trade, hotels, restaurants, system gastronomy, communal catering). The portfolio is organized into four lines: Exquisite (premium professional), À la Carte (restaurant kitchens), BASIC (entry-level professional), and WOW (consumer retail). Products are sold through direct field sales, B2B e-commerce, retail partners and wholesale distributors across Europe, North America and Asia.
Product overview
WIBERG is an Austrian spice and seasoning brand founded in 1947, now part of NovaTaste since 2023. The company offers a comprehensive portfolio organized into four product lines: Exquisite (premium), À la Carte (professional), WIBERG BASIC (entry-level), and WOW (consumer retail). Core product categories include Gewürzmischungen (spice mixes), Gewürzmühlen (spice mills), Saucen (sauces - gourmet, seasoning, and sweet varieties), Öle (oils including hazelnut, bear's garlic, and premium olive oils), Essige (vinegars including premium vinegars and AcetoPlus fruit vinegars), Suppen (soups including new Miso-Suppe), Bouillons, Chutneys, and Süßes & Backen (sweet products and baking). The WOW sub-brand brings professional-grade spices to home kitchens through retail partners. Products are sold primarily to gastronomy, butcher trade, and food industry, with the WOW line targeting retail consumers.
Differentiator
Problem solved
Functional benefit
Brands
- WIBERG Exquisite: Premium product line for professional use
- WIBERG À la Carte
- WIBERG BASIC
- WOW (World of WIBERG)
- AcetoPlus
- WIBERG Premium-Essige & Öle
- WIBERG Gourmetsaucen
Products and services
- WIBERG Exquisite Premium product line featuring high-quality spices and seasonings for professional use in top-tier gastronomy.
- WIBERG À la Carte Professional product line offering comprehensive spice and seasoning solutions for restaurants and gastronomy.
- WIBERG BASIC Entry-level product line offering essential spices and seasonings for professional kitchen use.
- WOW (World of WIBERG) Consumer retail product line bringing professional-grade spices and seasonings to home kitchens. Includes spice mixes, mills, sauces, and AcetoPlus vinegars sold through retail partners.
- Gewürzmischungen (Spice Mixtures) Spice mixtures including BBQ varieties (Fruity, Classic, Smoky), international cuisines (Indian, Thai, Moroccan, Arabic), and mix-specialties like Louisiana Style and Camargue Style for professional gastronomy.
- Gewürzmühlen (Spice Mills) Spice mills with ceramic grinding mechanism and heads made from 100% recycled PET bottles. Varieties include Wilde Kräuter, Pfeffer schwarz, Ursalz pur, Steak Pfeffer, Knoblauch-Salz, Rauchsalz-Mix, Chili scharf, Meersalz, Italia Style, Pfefferbunt.
- Gourmet-Saucen
Quantifiable outcome
- Saves approximately 5 tonnes of new plastic annually through 100% recycled plastic in spice mills
- +1 more outcomes
Companies that use Wiberg
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Wiberg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wiberg partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NovaTastecoreSince 2023, WIBERG has been part of the NovaTaste group, an internationally specialized company focused on high-quality taste solutions. NovaTaste operates ~20 locations in Europe, North America and Asia with over 2,400 employees serving more than 12,000 customers. The acquisition enables WIBERG to benefit from global scale while maintaining its brand identity.
- SPAR, Eurospar, IntersparcoreMajor Austrian retail chains serving as distribution partners for WIBERG WOW consumer products including spice mixes, mills, sauces and vinegars in their stores.
- Globus (Germany)coreGerman retail chain distributing WIBERG WOW consumer products in their stores.
- piccantino.at, fromaustria.com, il-cesto.deminorOnline retail partners distributing WIBERG WOW products to end consumers in Germany and Austria.
- BONVITA GroupcoreBONVITA Group is a major catering company serving mid-sized companies (200-600 employees) across 100+ locations with 445 employees. They use WIBERG products as part of their 'convenience with quality' philosophy, combining fresh ingredients with prepared products. BONVITA received 'Arbeitgeber der Zukunft' (Employer of the Future) award in 2023.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Wiberg competitors and assessment
Company assessmentDirect peers
- Fuchs Gewürze (Fuchs Gruppe): Germany-based Fuchs is one of the largest spice manufacturers in Europe, serving both professional foodservice and retail customers across DACH with a similar product breadth (spices, blends, seasonings, marinades). Closely comparable B2B field-sales model and premium gastronomy positioning make it the most direct competitor to WIBERG.
- British Pepper & Spice: UK-based spice blender and seasoning supplier serving both industrial food manufacturers and foodservice customers. Closely analogous B2B manufacturing-plus-distribution model to WIBERG, with a comparable finished-product portfolio (blends, functional ingredients, custom blends), though smaller and UK-focused.
- Lebensbaum: German organic-certified spice, tea, and seasoning brand serving both retail and foodservice customers. Comparable to WIBERG on premium positioning, certified-organic/bio credentials, and DACH foodservice reach, though stronger on organic retail and without the WOW-style consumer sub-brand scale.
Emerging players
- Just Spices: German direct-to-consumer spice-blends startup with strong digital presence and retail expansion in DACH. Comparable to WIBERG's WOW line in product category and target customer (home cooks seeking restaurant-quality flavors), though smaller scale and D2C-led versus WIBERG's professional heritage.
- Ankerkraut: Hamburg-based premium spice-blend brand selling directly to consumers and through retail in DACH. Directly comparable to WIBERG WOW on category (gourmet spice mixes), consumer demographic, and flavor-innovation narrative, though operating at smaller scale without the B2B foodservice leg.
Broad incumbents
- McCormick & Company: Global spice, seasoning, and flavor leader with multi-billion-dollar revenue, broad portfolio spanning consumer, foodservice, and industrial channels. Overlaps with WIBERG on professional-kitchen spice blends and retail seasonings, but operates at vastly greater scale and as a publicly listed broad incumbent.
- Symrise: Global B2B flavors, fragrances, and food-ingredients supplier with a Taste, Nutrition & Health segment serving food and beverage manufacturers. Comparable to WIBERG as a large-scale, science-driven taste supplier, but positioned upstream as an ingredient partner rather than finished-product brand.
- Kerry Group: Irish-headquartered B2B taste and nutrition company serving food manufacturers and foodservice operators globally. Compares to WIBERG through its B2B taste-solutions positioning and its integration of regional acquisitions, though at much larger scale and with deeper ingredient-science capability.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Wiberg social profiles
Digital presenceWiberg compliance and trust
Trust signalCompliance6 records
Wiberg financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wiberg leadership team
Management profileNumber of profiles
Profiles5 records
Wiberg subsidiaries and ownership
Company hierarchySubsidiaries8 records
Wiberg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wiberg M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wiberg
What does Wiberg do?
WIBERG manufactures and distributes a comprehensive range of spices, herbs, seasoning blends, gourmet sauces, premium vinegars, oils, soups, bouillons, chutneys and convenience products for professional kitchens (butcher trade, hotels, restaurants, system gastronomy, communal catering). The portfolio is organized into four lines: Exquisite (premium professional), À la Carte (restaurant kitchens), BASIC (entry-level professional), and WOW (consumer retail). Products are sold through direct field sales, B2B e-commerce, retail partners and wholesale distributors across Europe, North America and Asia.
Is Wiberg a public or private company?
Wiberg is a private company. It is classified as corporate owned and is currently operating.
When was Wiberg founded?
Wiberg was founded in 1947. It employs 501 to 1,000 people.
Where is Wiberg based?
Wiberg is headquartered in Salzburg, Austria, in the Europe region.
How does Wiberg make money?
Two revenue lines are on record. B2B Professional Spice and Seasoning Sales are the primary driver. The others are B2C Retail Sales (WOW Line).
Who are Wiberg's main competitors?
Direct peers on record are Fuchs Gewürze (Fuchs Gruppe), British Pepper & Spice and Lebensbaum. Emerging players are Just Spices and Ankerkraut. Broad incumbents are McCormick & Company, Symrise and Kerry Group.
Does Wiberg have an API?
No public API is recorded for Wiberg.
What industry is Wiberg in?
Wiberg's product category is Spices and Seasonings. Its primary akta.pro industry code is CRADAAAB, Condiments, Sauces & Dressings, with a secondary code of CRAOABAF, Specialty & Gourmet Foods Distribution. Its NAICS code is 311 and its SIC code is 2090.