Two chiefs go in Findus UK and Euro rejig

Frozen food brand Findus has axed its UK and European marketing directors as part of a plan to decentralise its European marketing. It comes after a complete review of the brand (MW November 13, 2003).

UK marketing director Gerardo Mazzeo and European marketing director Suzanne Nagle left the company at the end of last year after the review. UK marketing is now overseen by Ruud van Henten, previously head of industrial sales, who has been appointed UK general manager.

Former UK general manager Bjorn Ulfberg has been promoted to senior vice-president of international sales, which involves moving back to Sweden.

Findus’s UK office will move to Longbenton, near Newcastle-Upon-Tyne, where the company’s factory is based. Findus is still in consultation with members of the remaining three-strong UK marketing team over whether they would like to move with the company.

Findus’s European marketing will now be handled on an individual country basis, with marketers reporting to senior vice-president for marketing and innovation Henk Spoon.

Findus says that its UK business has not performed in line with expectations but denies that it is planning to pull out of the country. Van Henten has been brought in to look at ways of reinvigorating the portfolio, which includes brands such as Lean Cuisine and Pasta Presto.

Findus says there are no plans to review its advertising account, held by Grey Worldwide.