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July 4, 2022

Tea supplier Ekaterra names CEO following Unilever divestment

Following its US$4.5bn sale, the Lipton brand owner is reshuffling its top table.

By James Beeson

Ekaterra, the global tea business recently sold by Unilever, has appointed a new CEO and chairperson to its board of directors.

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The Lipton tea owner has hired Nathalie Roos to be its CEO, while also adding Pierre Laubies as chair of the board following the completion on 1 July of its EUR4.5bn (US$4.7bn) sale from Unilever to private-equity firm CVC Capital Partners.

Roos joins Ekaterra from cosmetics giant L’Oréal where she held the position of head of the group’s Professional Products division. Prior to this, she was CEO of L’Oréal in Germany, having also spent 20 years working in various senior roles for Mars. Roos will replace outgoing Ekaterra CEO John Davison.

Laubies, meanwhile, comes to the PG Tips brand owner from Dutch coffee group Jacobs Douwe Egberts, following a 30-year career featuring stints at Mars and Campbell Soup Co.

Ekaterra new CEO on tea’s “extraordinary” potential

Roos hailed the “exciting growth” potential of the tea category and Ekaterra’s sustainability ambitions as key reasons for joining the company.

 “Tea holds an extraordinary role in societies around the world, steeped in tradition, culture and community spirit. It also has an incredible power to evolve and always be relevant to the times,” she insisted. “Ekaterra’s future will embody these elements too, alongside ambitious plans to become a leader in sustainable tea production, in farming and distribution methods, and also as a supporter of the communities in which we operate.

“Tea is an exciting growth category. As consumers seek out the health benefits of antioxidant-rich teas, they are also passionate about supporting businesses that are committed to improving the natural environment and supporting their employees.”

The two appointments come as Ekaterra steps out on its own, having been acquired from Unilever by CVC.

The deal, announced in November 2021 and completed this month, did not include Unilever’s tea business in India, Nepal and Indonesia, or its stake in the Pepsi Lipton ready-to-drink tea joint venture.

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img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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