Kraft Heinz has named Aditi Hilgers as its new taste elevation and masterbrand director for the UK and Ireland, to lead its UK sauces strategy role.

Hilgers, who joined the business this month, steps onto the UK&I leadership team and will lead strategy, brand development and innovation across Heinz, HP and Lea & Perrins.

She will also oversee the Heinz masterbrand, ensuring its global positioning translates cleanly for UK shoppers.

Hilgers brings more than 15 years’ FMCG experience, joining from General Mills where she held senior roles including head of world foods UK and global head of innovation for Häagen-Dazs. Earlier in her career, she worked at Mondelēz and PepsiCo.

The new taste elevation boss said it was “both a privilege and a responsibility” to help shape brands that “are deeply embedded across British households”, adding that she was eager to build on their current momentum and push further innovation across the sauces category.

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Kraft Heinz UK&I MD Marta Pilczuk said Hilgers’ blend of creativity and commercial strength made her a strong fit for the company’s taste elevation strategy.

Pilczuk added: “We’re delighted to welcome Aditi to Kraft Heinz. Her track record of driving brand growth and leading breakthrough innovation makes her the perfect fit to spearhead our Taste Elevation portfolio – a key piece of our growth strategy in the UK&I.

“Aditi’s creativity, commercial acumen, and leadership will be invaluable as we continue to
accelerate our transformation journey in the UK & Ireland.”

Hilgers replaces Thiago Rapp, who has left the company after nine years in senior roles across Brazil and the UK.