Kraft Heinz has appointed Aditi Hilgers as taste elevation & masterbrand director for the UK & Ireland.
Hilgers joined the business from General Mills last month, succeeding Thiago Rapp, who has departed the company after nine years to pursue external opportunities.
Hilgers has more than 15 years of brand and innovation experience across leading global fmcg companies. She started her career at Mondelez International, where she spent five years working across its Belvita and Philadelphia brands.
She then joined General Mills as senior brand manager for Yoplait in 2012, working her way up through senior marketing and innovation roles across Liberté yoghurt and Häagen-Dazs. She was appointed General Mills’ UK head of world foods in 2021, overseeing category-leading meal kit brand Old El Paso.
In her new role, Hilgers will lead the strategic vision, brand development and innovation agenda for Kraft Heinz’s sauces portfolio, which includes Heinz, HP and Lea & Perrins. She will ensure the Heinz masterbrand stays “globally consistent and locally relevant”.
“Kraft Heinz brands are deeply embedded across British households and culture and it’s both a privilege and a responsibility to continue contributing to their legacy,” said Hilgers.
“I’m looking forward to building on our brands’ momentum, innovating to grow our reach, and crafting products and experiences that deliver real value at the dinner table,” she added.
Kraft Heinz UK & Ireland MD Marta Pilczuk added: “Aditi’s creativity, commercial acumen, and leadership will be invaluable as we continue to accelerate our transformation journey in the UK & Ireland.”
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