Startups @ HSWT | Part 54: ELIXIE Kräuter GmbH – Food Startup Incubator Weihenstephan

In this interview series, HSWT presents startups affiliated with the university. The series introduces the companies, their product ideas, and their working methods.

Starting a business again at 70 – for Anneliese Kerl, Managing Director of ELIXIE Kräuter GmbH , it felt like the perfect fit. She combines decades of clinical experience with in-depth knowledge of native plants. In this interview, she talks about her herbal elixirs, her journey to founding the company, and why HSWT plays a crucial role in its production.

Anneliese, what makes your products special?

My herbal elixirs bring traditional, local herbal knowledge into a modern, alcohol-free form. They are designed for people who want to naturally support their bodies at different stages of life. With finely tuned recipes of women's herbs and bitter herbs, the elixirs can be easily integrated into everyday life and have a pleasantly mild taste.

All elixirs are free of additives and produced with great care: from high-quality raw materials, in recyclable glass packaging, accompanied by voluntary quality controls and transparent production. The collaboration with HSWT is crucial, as it allows us to process local herbs under controlled conditions – ensuring maximum nutritional precision.

How did ELIXIE come about – and what are your plans for the future?

After many years in the clinic and intensive study of nutrition, herbalism, and holistic health, my greatest motivation today is to support people with natural herbal knowledge. With ELIXIE, I want to lead the company to stable profitability – also so that I can pass something valuable on to my children later on. At the same time, I have many ideas for new elixirs and plant combinations that will support different phases of life and offer a modern interpretation of herbal knowledge.

What experiences would you like to share with other founders?

Find a team that supports each other. Good ideas grow where people think together. Keep a close eye on your finances and invest in marketing early on, because visibility doesn't happen by chance. Exchanging ideas with other founders and customers is incredibly valuable: it shows what really matters and where the journey can lead. And perhaps most importantly: stay curious, enjoy the process, and don't give up. Many steps may seem small, but they will reliably move you forward.