Wiberg

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

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

• Spice blends
• Seasoning products
• Gourmet sauces
• Professional gastronomy
• Culinary ingredients

Headquarters

HQ city

Salzburg

HQ country

Austria

HQ region

Europe

Offices8 records

Markets served

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

1. 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.
2. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• NovaTastecoreStrategic or Co-development Partner · 1 January 2023Since 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, IntersparcoreChannel Partner/ Reseller/ DistributorMajor Austrian retail chains serving as distribution partners for WIBERG WOW consumer products including spice mixes, mills, sauces and vinegars in their stores.
• Globus (Germany)coreChannel Partner/ Reseller/ DistributorGerman retail chain distributing WIBERG WOW consumer products in their stores.
• piccantino.at, fromaustria.com, il-cesto.deminorChannel Partner/ Reseller/ DistributorOnline retail partners distributing WIBERG WOW products to end consumers in Germany and Austria.
• BONVITA GroupcoreStrategic or Co-development PartnerBONVITA 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

Direct 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

• YouTubeyoutube.com/channel/UCV4kpAv1VS_1HWECvsDqRNA
• Facebookfacebook.com/wiberg.eu
• LinkedInlinkedin.com/company/wiberg-gmbh
• Instagraminstagram.com/world_of_wiberg

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Wiberg