Mark Hodge joins the Samworth Brothers owned brand after 20 years with the the frozen food firm, having fronted its marketing division for close to 14 years.
In his new role, Hodge will be tasked with building on the Soreen legacy and leveraging its health credentials to tap into growing consumer demand for healthier snacking options.
During his extensive tenure at McCain Foods GB, Hodge developed and delivered a range of award-winning campaigns and long-term brand-building activity, and forged a strong record of market-leading innovation.
“Soreen is a brand with incredible nostalgia and heritage, and so much untapped potential. It’s a well-known brand with a unique core product that fuels my passion for brand building and innovation,” said Hodge.
“I’m looking forward to making Soreen even more iconic, ensuring its success for future generations by exploring new spaces to take the brand within and beyond grocery, while championing its feel-good nutrition values as the health agenda continues to evolve, including the growing influence of GLP-1s on consumer behaviour.”
Hodge succeeds outgoing managing director Beth Brown, who had held the role for close to a year-and-a-half, having previously worked as the brand’s marketing director from 2014 to 2021.
According to the brand, Brown’s leadership was “instrumental” in returning Soreen to growth and establishing a “revitalised culture, strategy and innovation pipeline”.
Brown will remain within the Samworth Brothers network and will transition into a group strategy director role. This will see her take responsibility for strategy across the breadth of the group, covering a wide portfolio of categories and brands.
