Unilever agreed to sell its tea business – including iconic household name PG Tips – to CVC Capital Partners Fund VIII for €4.5bn (£3.79bn) at the end of 2021.
Roos was previously head of L’Oréal’s Professional Products division and prior to that ceo of Germany for the group. She has held senior roles at Mars for nearly 20 years and is also currently a non-executive director of Pret-a-Manger and Bel Group, the French healthy dairy and fruit snack manufacturer.
Laubies joins as chair of the board of Ekaterra. He has 30 years of leadership experience at Mars, Campbell Soup Company, and more recently as ceo of Jacobs Douwe Egberts and Coty. He continues to advise as a member of the board at Philips Domestic Appliances and Groupe Panzani.
Portfolio of 30 brands
Ekaterra has annual revenues of approximately €2bn and a portfolio of more than 30 brands, including Lipton which is sold in more than 100 countries as well as PG Tips in the UK and TAZO in the US.
Ekaterra said the popularity of tea continues to grow, as health-conscious consumers seek out new products and drive interest in alternative and fruit teas.
“Tea holds an extraordinary role in societies around the world, steeped in tradition, culture and community spirit. It also has an incredible power to evolve and always be relevant to the times,” said Roos.
Sustainable tea production
“Ekaterra’s future will embody these elements too, alongside ambitious plans to become a leader in sustainable tea production, in farming and distribution methods, and also as a supporter of the communities in which we operate. Tea is an exciting growth category. As consumers seek out the health benefits of antioxidant rich teas, they are also passionate about supporting businesses that are committed to improving the natural environment and supporting their employees.”
Laubies said: “I am delighted that Nathalie has accepted the opportunity to become ceo of ekaterra. She has precisely the right blend of skills for the role, with her strong commercial background, her ability to develop great teams and a passion for building consumer brands and delivering growth. Working alongside Nathalie, we have the opportunity to grow our world leading tea business committed to reaching the highest sustainability goals.”