General Mills has promoted Natasha Hritzuk to category and consumer insights manager. She takes over from Martyn Crook, who is now international opportunity assessment manager at General Mills' World Headquarters in the US.

Hritzuk was previously senior insights manager

for General Mills' Old El Paso Mexican meal kits

and Betty Crocker home baking.

In her new role she will be responsible for identifying and testing strategies and plans across the company's key brands, which also include Häagen-Dazs, Green Giant and Nature Valley.

Natasha joined General Mills in July last year, having previously worked with consultancy HI Europe.

She said: "I'm thrilled with this new opportunity, building on Martyn's work."

Linda Hipkiss, marketing director of General Mills UK & Ireland, added: "General Mills is focused on developing people internally, and there are varied opportunities available to our people around the world."

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