Meet Our Experts
We are a global team that works across all time zones with diverse cultures and academic backgrounds (from marketing & communication to nutrition). This allows us to understand the market on a global level, but we can also take a deep dive into specific topics and local cultures. We pull together the best team for you, delivering workshops of the highest quality, wherever you are.
Felicia Wennström
Head of Creative Department & Co-owner
Creative Director | Copywriter | Brand Strategy
Stockholm, Sweden
BA (Honors) in Marketing Communication from California Lutheran University, with a focus on Marketing and a minor in Journalism Writingy
Experienced Creative Leader in Food and Health Industries with over a decade of hands-on experience. Led the creative brand ID creation, and supported launch strategy of 11+ brands. Successfully guided one brand from concept to public listing.
Possesses a deep understanding of marketing strategy, consumer behavior, and branding. Strong proficiency in crafting compelling narratives and effective written communication.
felicia@thehmt.com
Linkedin
Marit Veenstra
Brand & Innovation Strategist Europe
Dutch, based in Spain
BSc. Nutrition & Dietetics, Hanze hogeschool Groningen (NL), MSc. Health Food Innovation Management, Maastricht University (NL)
Experienced Brand & Innovation Strategist in Food, Health, and Nutrition with experience across 50+ brands in 20+ countries. Specialized in translating nutrition & science into consumer-relevant innovations and integrated brand strategies. Recognized thought leader contributing expertise at global conferences including Vitafoods, Food Ingredients Europe, and the Active Nutrition Summit. Committed to delivering brands & innovations that matter for consumers and industry.
marit@thehmt.com
Linkedin
Madeleine Wülk
Insight Consultant
German, based in Spain
Brings together a media-driven understanding of communication with a strategic mindset shaped by management and innovation studies. Passionate about turning ideas into impact, with a strong interest in forward-thinking business models and how brands can respond to change with clarity and intention. Grounded in research, sharpened through practical challenges, and shaped by professional and cultural experience across Germany, the UK, the Netherlands and Spain, always with a sharp eye for nuance and a collaborative, future-oriented approach.
madeleine@thehmt.com
Linkedin
Peter Wennström
Founder & Expert Consultant – Global
Malmö, Sweden
HMT founder and creator of the FourFactors® Brand Acceleration System. After having run client projects in 50+ countries worldwide including global cooperation with companies like Tetra Pak, Neste’ and DSM, with unparalleled experience in innovation, marketing and branding within the area of food and health. Special focus on the value creation from science to consumer.
peter@thehmt.com
Linkedin
Linn Karlsson
Design Lead
Malmö, Sweden
BA in Visual Communication and Design, Karlstad University, Degree in Packaging Design from Brobygrafiska
Experienced creative with over a decade of expertise in graphic design and art direction from design agencies throughout Sweden. Linns portfolio shows visual identities, packaging design and digital media spanning the food, health and branding sectors.
linn@thehmt.com
Linkedin
Thanyathorn
Wongnitchakul
Insights Expert APAC
Bangkok, Thailand
BSc. Nutrition & Dietetics, Chulalongkorn University (Thailand), MSc. Health Food Innovation Management, Maastricht University (NL)
Specialized in health sciences, and food business to align consumer demands with food market trends & business opportunities. Focus on trend analysis, consumer behaviour research, and cultural-oriented products within the Asian market.
Mike Danielson
Strategic Commercialization Advisor & Industry Brand Builder
Minneapolis, USA
Commercialization leader with 35+ years of experience launching and scaling health and nutrition innovations. Specialized in bridging science-driven innovation and consumer demand. Proven track record of building iconic ingredient brands including LycoMato, CoroWise, Wellmune, Sunfiber, and MegaNatural BP. Skilled in B2B and B2C brand strategy, DTC and Amazon channel development, and multi-path brand architecture. Currently acts as a fractional CMO & strategist for ingredient innovators and health platforms, bringing hands-on leadership to commercialization and brand building.
mike@thehmt.com
Linkedin
Ingvar Wirfelt
Expert Advisor EU/USA | Commercial Marketing & Sales
Malmö, Sweden
Seasoned commercial and marketing executive with deep expertise in the European and U.S. health and supplements industry. Former Marketing Director at Probi AB and Midsona Sweden, with a strong track record of accelerating growth and leading key accounts across global brands. Skilled in navigating regulatory frameworks, commercialization and international business development, with first-hand experience in both U.S. and European markets. Dedicated to unlocking commercial opportunities and driving sustainable growth for ingredient suppliers and consumer health brands.
ingvar@thehmt.com
Linkedin
Brigitte Zeller
Senior Strategy APAC
French, based in Singapore
MBA from Schulich School of Business (York University Canada) and emlyon Business School (France).
25+ years extensive experience in international F&B business, branding & marketing and Innovation, gained through local, regional and global positions in top worldwide multi-nationals (Nestle, Unilever, Danone and Fonterra). For the last 20 years in 7 countries with different cultures, including 14 years in China.
brigitte@thehmt.com
Linkedin
Marc-Antoine Olive
Senior Advisor
APAC/Europe
Served in General Management, Marketing, Commercial roles for 20 years within Food corporates Danone, Pepsico, General Mills across 7 mature and emerging markets with focus on Europe and Asia.
Lead teams and business with $500 million sales on global brands Activia, Quaker, Yoplait, and Haagen-Dazs. As entrepreneur and investor, co-founded Feast Creative Foods and later Operating Partner at Feast Ventures VC, holding board memberships and advisory roles in the food and ag-tech sectors.
Strong consumer-first mindset combining strategic thinking with operational excellence, with key expertise on unlocking topline and bottom line performance, brand positioning strategy, brand mix renovation and innovation from line-extensions to disruptive new consumer needs.
marc-antoine@thehmt.com
Linkedin
Elise Bijkerk
Expert Consultant B2C
Netherlands
Working 25 years in leadership positions in the food industry for companies like Danone, Nutricia and Arla Foods, She has worked for global brands like Aptamil, Activia and Arla as well as local and regional brands.
Having worked in Spain, the Netherlands, Denmark, and Germany, Elise understands the different cultural codes of food. Special focus: Creating better food systems
Our Partners
Consumer Insights Partner
Content Partners
Content Partners
Venture Studio & HMT Partners in China
Get in touch today!
Are you ready to bring change to the food industry? We understand the challenges that come along the way and help you to get it right the first time.
How can we help?