Chilled meat-free vegan brand Cauldron has appointed Tom Lindley, former Global Marketing Transformation Director at Mars, to a newly created role of Business Unit Head.
The move marks a significant development for the £32m brand as it looks to capitalise on the growing demand for plant-based products.
Marco Bertacca, CEO of parent company Quorn Foods, said: “We are delighted to have Tom on board. We have big ambitions for Cauldron, and we are confident that Tom can help us build on the brand’s successes and drive the brand forward.
“Tom has worked with Mars for 21 years, most recently as the Global Marketing Transformation Director, where he was responsible for creating and implementing new global strategies and innovation. It’s these skills that will help create a platform of rapid growth for Cauldron.”
The brand was recently an official sponsor of Veganuary 2021 which kickstarted a £3m marketing campaign to run throughout the year, including digital and social advertising, PR, shopper marketing activity and product innovation.
Lindley commented: “I’ve been plant-based myself for a number of years, so I couldn’t think of a better time to join the Cauldron team … The Cauldron brand purpose has always been about sharing ideas and inspiration for consumers to eat better for themselves and the planet. We have an opportunity to be part of the solution and I am really excited to help shape what is an already bright future for the brand.
“We have a fantastic team here at Cauldron and through innovation and passion, we will be driving shoppers to the plant-based category in record numbers.”
