Oddlygood, the Finnish plant-based food and drink firm, has hired Innocent’s former marketing lead Katie Simpson to spearhead growth within the business.
Simpson will serve as head of UK & Ireland marketing at the group, which acquired Rude Health, one of Britain’s best-known plant-based milk brands, last year.
She will take over from Sam Maguire, who has been promoted to UK country manager.
Simpson has more than 20 years of marketing experience across major fmcg businesses, including Diageo, AB InBev and Ferrero.
The marketing maestro is said to have played a key role in the leadership team that drove Innocent to the number one position in chilled juice for the first time in its history.
In her new role, she will work closely with global chief marketing officer Nina Gillsvik to shape “ambitious long-term growth plans” and drive category growth with a focus on “quality, innovation, and brand differentiation”.
“We’re excited to welcome Katie at such a transformative time for the company,” said Gillsvik. “Her diverse expertise will be instrumental as we continue to grow and innovate.”
Simpson said: “Rude Health’s UK success and Oddlygood’s rapid growth in the Nordics speak volumes about the passion and quality of both brands. Their ambition for the UK and Europe is infectious.
“This is a pivotal moment – and a real opportunity to connect more deeply with consumers to accelerate their impact.”
Rude Health, founded in 2005, has steadily grown to become one of the UK’s top five plant-based drinks brands, alongside a broader range of cereals and snacks.
In October 2024, the brand was acquired by Oddlygood, a leading player in the Nordic plant-based market, with the ambition of growing both brands and becoming Europe’s leading plant-based challenger.
Oddlygood has grown to a turnover of nearly €50m in just six years, with a broad portfolio of plant-based dairy alternatives to milk, cheese, yoghurts, desserts and cooking products.
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