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Coca-Cola Co head of media departs to lead marketing at plant-based food brand

Lone Thomsen has departed her role as head of media and connections strategy at the Coca-Cola Company to work full time at the Meatless Farm Co as chief marketing officer, following two years’ consulting for the plant-based brand.

Thomsen, who was also integrated marketing communications lead for the drinks brand’s Portfolio Expansion division in Western Europe, exits after three years with the company. She has worked with the Meatless Farm's leadership on marketing, brand development and communications strategy as a strategic advisor since November 2017.

The strategist will now be responsible for furthering the company’s growth and international expansion as its chief marketer. She will be based prodominatly in Meatless Farm's UK office in Leeds.

The British brand, which sells meat-free burgers, mince and sausages, has already inked distribution deals with Whole Foods in the US and Sainsbury’s, Morrisons and Co-op in the UK.

It recently signed a seven-figure equity deal with Channel 4, which will see the British broadcaster exchange regional airtime and digital inventory for a stake in the company.

Meatless Farm’s products are also currently available in Ireland, Sweden, Hong Kong, Canada and the UAE.

The value of the global meatless “meat” market is set to reach $27.9bn by 2025, according to research company MarketsandMarkets.

Morten Toft Bech, the founder of Meatless Farm, said: "It’s such an important time in the company’s evolution as the global market heats up. Lone has been a strategic advisor to us since launch and as chief marketing officer, her experience, knowledge and passion will really help drive the company and its continued growth, globally.”

Thomsen added: “We’re experiencing an exponential growth in flexitarians who are substituting meat with a plant-based diet for health, environmental and animal welfare reasons, and the response to the products in the UK, Europe and wider has been phenomenal.

“With the meat alternative category growing substantially and the expansion into the US it was a natural choice for me to join the team. I’m beyond excited about the journey ahead and convinced that together we’re going to grow the brand to new levels."

Prior to joining the Coca-Cola Company, Thomsen worked in strategy at agencies including UM and Carat.

Coca-Cola did not respond to The Drum’s request for comment on the status of her replacement at the time of publication.

Featured by The Drum

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