Henrik Samuelson to take the helm of Santa Maria

Paulig Group has appointed Henrik Samuelson as CEO and Head of the World Foods & Flavouring, the division that markets products under the Santa Maria brand. Henrik Samuelson is currently working as the division’s Commercial Director. He will start in his new position on 15 September 2017 and he is stationed in Stockholm.

Current division manager Johan Sundelin will continue working at the company until mid-October, after which he will start as the President and CEO of Duni AB.

“We are pleased to be able to appoint someone who is well-acquainted with the company and the people, which will enable us to continue the good work that has been done in the division in recent years. Henrik is a valued leader with wide-ranging competence,” says Jaana Tuominen, CEO of Paulig Group. 

Before Henrik Samuelson joined Paulig Group, he worked as Innovation and Business Development Director at Orkla Confectionery & Snacks Sverige AB. He was also Country Director for Göteborgs Kex and Sales Director for Lindt & Sprüngli AB in the Nordic region, and gained solid experience in management, marketing and sales tasks at Unilever.

“It will be great to take the helm of such an innovative and legendary brand as Santa Maria. Together we will continue to fight for our brand promise, No More Boring Meals. It's not only about inspiring our consumers to try new, amazing flavours, but also to help them take a break from technology and social media and bring their family and friends around the dining table again. We will do that by focusing on what we are best at – the taste,” says Henrik Samuelson.

The process of recruiting a new commercial director will begin immediately.


Eva Berglie
Communications Manager, Santa Maria – World Foods & Flavouring Division of Paulig Group
+46 (0)708 99 19 37, eva.berglie@paulig.com

Santa Maria is the leading seasoning brand in Europe, known for a wide range of spices and herbs, Tex Mex, BBQ and Asian food concepts. Established in 1911, Santa Maria has a proud history and a growing international audience; today, Santa Maria products are sold in more than 25 countries throughout Europe. Santa Maria is a part of the World Foods & Flavouring Division of Paulig Group, an international food enterprise founded in 1876. The Group has 1,900 employees in 13 countries with net sales of 917 MEUR (2016).


About Paulig
Paulig is a family-owned, international enterprise in the food industry that is noted for its high-quality brands and services. The company’s key divisions are Coffee, World Foods & Flavouring, Snack Food and Naturally Healthy Food. Our brands are Paulig, Santa Maria, Risenta, Gold&Green and Poco Loco. Paulig has 1,900 employees in 13 countries and its net sales were EUR 917 million in 2016. Read more at www.pauliggroup.com