General Mills has appointed Erasmo Nuzzi as managing director for its UK and Ireland business.

Nuzzi, who first joined the food giant in 2003, brings more than 20 years of international food industry experience to the role.

He will lead the company’s largest market within its Europe, Australia and North Asia unit.

Most recently, Nuzzi served as platform and channel marketing director for General Mills’ North America Food Service division, where he led strategy, innovation and execution across a portfolio of brands and channels.

Prior to that, he was managing director for General Mills’ European Distributor Markets and General Mills Iberia between 2015 and 2022.

During his tenure, General Mills Spain became the fastest-growing food company in the country, according to Nielsen data.

Nuzzi has worked across some of General Mills’ biggest global brands, including Old El Paso, Häagen-Dazs and Nature Valley, across Europe, Latin America and North America.

General Mills vice president and managing director for Europe, Australia and North Asia Ben Pearman said: “Erasmo is a fabulous and highly experienced commercial leader and I’m delighted to have him leading the UK, one of our largest and most important markets within our General Mills international business.”

Nuzzi added: “I am very excited to be back in Europe to lead the UK and Ireland business.

“In my two decades at General Mills, I have had the opportunity to help grow some of the world’s best-loved food brands across the world including many other Northern European markets, so super excited to be working on brands such as Old El Paso, Nature Valley and Häagen-Dazs once again.

“The UK and Ireland is a hugely important business for General Mills, with strong brands, talented teams and significant opportunities ahead.

“I look forward to working with our colleagues and customers to build on that momentum and continue delivering great food experiences for consumers across the region.”

Founded in 1866 and headquartered in Minneapolis, General Mills generated fiscal 2025 net sales of $19bn.

The company first entered the UK in the 1960s and sells six brands across the market, including Old El Paso, Häagen-Dazs, Green Giant, Nature Valley, Fibre One and Betty Crocker.

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