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October 3, 2019

Lone Thomsen to head up The Meatless Farm’s marketing strategy

The Meatless Farm Co. has appointed a former Coca-Cola Co. executive to head up its marketing strategy.

By Dean Best

The Meatless Farm Co. has appointed former Coca-Cola Co. executive Lone Thomsen as chief marketing officer of the UK plant-based business.

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Thomsen has been working as a strategic advisor for the Leeds-based start-up, which manufactures meat-free mince and burgers, and has now been taken on as CMO, a role in which “she will be instrumental to the company’s international expansion and helping to drive strategic growth”, according to a statement.

As well as having its products on sale in major supermarkets in the UK, Meatless Farm has listings in markets including the US, Canada, Ireland, Sweden, Hong Kong and the United Arab Emirates.

Last week, the company revealed it plans to set up manufacturing in Europe to add to the US where it hopes to have a production base next year having secured a listing in Whole Foods Market, a move the company described as an “international game changer”.  

New CMO Thomsen is the former head of media and connections strategy at drinks giant The Coca-Cola Co. with 15-years experience in “growing global brands”. She previously held global strategy roles in leading media and advertising agencies.

Company founder Morten Toft Bech said: “It’s fantastic news that Lone is joining the Meatless farmers. It’s such an important time in the company’s evolution as the global market heats up. Lone has been a strategic advisor to us since launch and as chief marketing officer, her experience, knowledge and passion will really help drive the company and its continued growth, globally.”

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Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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