Swedish bakery supplier Lantmännen Unibake UK has named Ian Harris as its new head of marketing. 

The company’s former category strategy manager, who has succeeded Kate Raison, will now be responsible for building awareness of the business in all key channels and driving long term sustainable growth.

Harris, who has worked for brands including Hovis during his 17-year career in the FMCG sector, most recently led research across eight European countries which found that the sweet bakery category could grow by £59m over the next five years.

According to Lantmännen Unibake, he will continue to use his category expertise and close relationship with the NPD team to align product development with the latest industry trends.

“It’s a significant time for the business as we develop our Schulstad Bakery Solutions and Americana brands in the UK,” said Ian Harris.

“I look forward to bringing the knowledge and insight I have already gained in my category role at Lantmännen Unibake UK to the marketing of our brands and help drive our performance further. I will draw upon my previous category experience to ensure that critical insight is thread throughout the business.”

Tim Robinson, Lantmännen Unibake UK managing director, said Harris had a “profound understanding of the bakery category”.

“Ian is perfectly positioned to take on the pivotal role of UK head of marketing,” he said. “He will be instrumental in ensuring that we focus on using category insights to drive future growth, by launching new products which will delight consumers. This will enable us to continue to deliver competitive advantage to our customers through efficient and integrated product and marketing solutions.”