UK plant-based food company This has appointed Mark Cuddigan, former chief executive at Ella’s Kitchen, to the role of its new CEO.

Mark Cuddigan

Cuddigan will replace co-founders Andy Shovel and Pete Sharman, who have been co-CEOs since they launched the business in 2019. He was CEO of Ella’s Kitchen for six years and will begin at This on 19 February 2024, reporting to the board of directors.

Since starting the business in 2019, Shovel and Sharman have accelerated the meat alternatives brand toward its current strong position in the UK market, with an annualised revenue of £22 million in December 2023 and retail listings at a number of major supermarkets, restaurants and cafés nationwide.

Stepping down as co-CEOs, the pair will remain involved in the business day to day, supporting Cuddigan and the senior team as well as at board level.

Cuddigan joined Ella’s Kitchen in August 2011, where he led the business and, since being acquired by the Hain Celestial Group in May 2013, drove its revenue from £41 million to £100 million.

He has been a driving force behind the B Corp movement, having sat on the B Lab board for nearly five years, and with Ella’s being the second company to gain the accreditation while being part of a PLC back in 2016.

Cuddigan’s appointment follows Mark Turner stepping down as managing director, leaving the business at the end of January. Turner helped the business achieve revenue growth of 47% last year and will take a short break before moving onto his next challenge, This confirmed.

Commenting on his appointment, Cuddigan said that This is on an impressive growth journey with a strong brand, talented team and reputation as a food industry leader.

He said: “I will be very focused on working with the team to continue to deliver category leading growth, as we serve the millions of people across Europe who eat our products every day. One of the vital ways of combating global warming is transitioning to a plant based diet and we will have a crucial role in making this transition a great experience for consumers.”

Co-founder Shovel added: “We’re absolutely thrilled to have someone with such a rich experience within FMCG, genuine passion for our mission and an exceptional track record of driving sustainable growth through an engaged and empowered team, leading the business into the next chapter on the This journey”.

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