Plant-based food company, Oddlygood has named former Innocent Drinks executive Katie Simpson as its new head of marketing.

She brings extensive experience in the FMCG sector, previously serving at major food and drinks companies including Diageo, AB InBev and Ferrero.

“Rude Health’s UK success and Oddlygood’s rapid growth in the Nordics speak volumes about the passion and quality of both brands. Their ambition for the UK and Europe is infectious,” said Simpson.

“This is a pivotal moment, and a real opportunity to connect more deeply with consumers to accelerate their impact.”

During her role at Innocent Drinks, Simpson helped with initiatives that grew the company to the number one chilled drinks brand in the UK.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

The new move aims to accelerate the brand’s growth in the dairy alternative market. As part of her new position, she will lead marketing strategies that boost company growth and drive brand innovation.

Nina Gillsvik, Oddlygood‘s Global CMO said: “We’re excited to welcome Katie at such a transformative time for the company. Her diverse expertise will be instrumental as we continue to grow and innovate.”

The food manufacturer also made another C-suite change, promoting Sam Maguire, former head of marketing, to UK Country Manager.

The new appointments come as Rude Health, the plant-based drinks division acquired by Oddlygood in October 2024, delivered a strong performance with a 21.7% increase, according to the firm.