Whiskas UK chief takes on Euro petfood position

Masterfoods UK has promoted catfood marketing manager Paul Kaye to the newly created position of petcare marketing director for south Europe.

In this role, Kaye will be responsible for Masterfoods brands, including Whiskas, Cesar and Pedigree in Belgium, France, Greece, Italy, Portugal and Spain.

For the past two years, Kaye has headed the marketing of the company’s catfood portfolio in the UK. Masterfoods UK declined to say who would replace Kaye.

Kaye, who joined the company in 1993 from Procter & Gamble, has previously worked in Switzerland and Hungary. He will be based in Paris.

Sources close to the company say he secured the role because of his international experience and track record at Whiskas.

Masterfoods and Nestlé Purina Petcare dominate the petfood market. The company was formed following the merger of Nestlé company Friskies and Ralston Purina Northern Europe.

According to Information Resources’ 2001 survey, Whiskas canned was the best-selling pet food brand, followed by the canned versions of Pedigree and Felix. Whiskas was also the best-selling petfood in the pouch format.

Kaye’s appointment is part of a continuing reorganisation of Masterfoods personnel within its confectionery, food and petcare divisions. Earlier this month, the company appointed David Teasdale to the position of marketing director for confectionery and ice cream from its Canadian operation.

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