Jennifer Jorgensen has been named as the new marketing director for General Mills UK, Ireland and Nordic.

Jorgensen moves across from General Mills’ Small Planet Foods business in the US where she was also marketing director. In that role she was responsible for brands including Larabar, Cascadian Farm and Muir Glen. In her UK role she will be responsible for growing brands such as Häagen-Dazs, Old El Paso and Green Giant.

Jorgensen originally joined General Mills’ US business from Deloitte & Touche in 1995 in a finance role, but moved into marketing in 1999.

“I am delighted to be joining the team at General Mills, particularly at an exciting time for the business,” she said. “We are one of the fastest-growing food businesses in UK grocery and I look forward to playing my part in continuing that great record of success.”

MD Jim Moseley added: “We are delighted to welcome Jennifer to her new role. I am sure she will be every bit as successful in continuing to drive momentum behind our fantastic portfolio here as she was in growing the Small Planet Foods business in the US.”

Jorgensen replaces Ed Culf who is leaving General Mills after 17 years, the last five of which as marketing director. General Mills said Culf was “looking for a new challenge with a goal to return to general management in the UK”.

“Ed has taken the opportunity to leave General Mills to focus fully on finding his next role,” a spokesman added.