Cauldron™, the UK’s No. 1 vegan brand in chilled meat free*1, has appointed Tom Lindley, former Global Marketing Transformation Director at Mars to the newly created Business Unit Head of Cauldron role.
The move marks a significant move for the £32m brand as it sets itself bold goals to bring record numbers of shoppers into plant based.
Marco Bertacca, CEO of parent company Quorn Foods, says: “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 announced as an official sponsor of Veganuary 2021 helping to inspire shoppers into making a positive plant-based change for the month of January and beyond. Already the most successful Veganuary to date, with over 500,000 sign ups in the first two weeks, Cauldron has kickstarted a £3m always-on marketing strategy to run throughout 2021, including digital and social advertising, PR, shopper marketing activity and product innovation.
Tom comments: “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. Veganuary is such a great time to show everyone just how delicious, healthy and good for the planet, plant-based foods are.
“The environment is one of the biggest drivers in both my personal and professional life. We must make positive changes now if we’re going to stop the climate disaster, and going plant based is one of the easiest ways. It’s just as delicious, if not more so, and there’s no trade off on your wallet or your health – in fact it can be better for both.
“I had the honour of being part of Al Gore’s Climate Reality Leadership training and as a Climate Reality Leader my role is to educate the world about the dangers of climate change, but more importantly inspire positive change. This is why I’m so passionate about Cauldron.
“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 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.”
*1: IRI 52 w/e 12.09.2020 (Cauldron vegan range worth £22.5m, 14% of vegan chilled meat free)