He has moved across from another of General Mills UK’s brands, Old El Paso, where he also held the title of senior marketing manager.
His appointment follows the recruitment of General Mills UK marketing director Linda Hipkiss and assistant brand managers Karen Raglione-Hall and Rebecca Hurwitz.
It also coincides with the launch of a £5m marketing programme for the Häagen-Dazs range, which includes a
campaign focusing on its new Dulce de Leche variant.
Elderkin, who reports to Linda Hipkiss, marketing director of General Mills UK, said: “Our ultimate goal is to reawaken the brand. We have made a significant financial investment in our new campaign to ensure that this happens.”