Findus raids Friskies for first UK marketing chief

Findus has appointed Friskies pet food marketer Gerardo Mazzeo as its first UK marketing director.

Mazzeo, who has already taken up his position, will report to UK general manager, Mohan Mohan.

Mazzeo was marketing manager of Friskies’ dog division, overseeing the Nestlé-owned company’s Winalot brand. He has also worked at Kraft Foods on brands including Maxwell House and Dairylea.

Mazzeo says: “Findus is in the early stages of its new life as an independent business. The company is focused on driving product innovation, quality and market leadership. The UK is a key market.”

Findus appointed Grey Advertising to work on its &£10m pan-European ad account in March last year.

Grey launched the first Findus TV ad campaign for four years to promote the launch of children’s product, Cod Crispies, in March.

Findus has also launched Feeling Great!, a range of nutritious frozen ready-made meals, this month. Other Findus products include Lean Cuisine and Crispy Pancakes.

Findus was due to be scrapped by former parent company Nestlé before Swedish investment company EQT stepped in to buy the ailing brand in 1999.

Rivals in the frozen food market include Young’s Bluecrest, which this week appointed Deutsche Bank as its long-term strategic adviser. Young’s brands include Harry Ramsden’s Chip Shop and Ocean Pie.