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January 17, 2024, Riga, Latvia – Food Union Europe, a leading provider of ice cream and other frozen treats to consumers in six European countries, is pleased to announce the appointment of Soren Lauridsen as the Executive Chairman of the organization, effective January 15th, 2024.

“It is with great enthusiasm that we welcome Soren Lauridsen as the Executive Chairman of Food Union Europe. In this pivotal role, Soren will spearhead the pursuit of growth opportunities and operational efficiencies across the Food Union group’s diverse business units. His wealth of experience, vision, and strategic decision-making skills are going to be key assets in setting business priorities and fostering the development of talent within the organization,” said Lincoln Pan, Partner and Co-Head of Private Equity at PAG.

This newly established Executive Chairman position reflects Food Union Europe’s commitment to strategic leadership and growth. Soren Lauridsen will report directly to the Supervisory Board of Food Union Europe, while Arturs Cirjevskis, CEO of Food Europe, will report to him.

“I’m excited to return to Europe, where my professional career in FMCG begun, and particularly to joining Food Union Europe at this pivotal moment. My previous expertise lies in driving long-term business performance through strategic growth, initiative implementation, and fostering diverse, collaborative teams. I look forward to working with the talented teams across Food Union companies, contributing to their continued success. I also want to express my gratitude to our investment partners at PAG and to our Supervisory Board for their trust in this journey of growth and innovation,” added Soren Lauridsen, Executive Chairman of Food Union Europe.

With over 30 years of leadership experience spanning diverse industries, business functions, and countries, Soren Lauridsen’s background includes roles in branding, marketing, and sales within the FMCG industry, with a particular emphasis on ice cream, food, and beverage categories in leading companies in the Nordics and Poland. Since the early 2000s, he has held national and regional leadership roles in the beverages, health, and personal care industries across Asia Pacific countries. For the past 6 years, Soren has been CEO South Asia at Guardian (DFI Retail Group), a leading Health and Beauty retail chain with over 1300 beauty and health stores across Malaysia, Brunei, Singapore, Indonesia, Vietnam, Thailand and Cambodia.





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