Global Brand Positioning experts in food & health
Global Experience – Global Networks – Global Teams
Peter Wennström - Founder & Senior Consultant
Peter is the founder and lead consultant at HMT. With over 25 years of experience in international brand management and consultancy in nutrition, health and wellness, he set up HMT in 2007 with the mission to bring healthier brands and healthier business to its customers in the global nutrition industry.
Peter is regarded as one of the world’s leading experts in food and health marketing. He has authored several books and industry guides on the subject, including the latest FourFactors® for Growth Market Success book with the combined experiences of HMT’s senior consultants.
Aurore de Monclin - Managing Partner & Senior Consultant
With over 15 years of experience in healthy marketing, and having worked in more than 20 countries from US to Kazakhstan, leading brand positioning and innovation projects for medical nutrition, food, beverage and ingredient clients, Aurore brings global perspective and practical expertise on how to understand customers’ health needs and develop better targeted brands, faster to market.
She developed a passion for nutrition, health & wellness as Innovation Manager at Nestle, working on strategic initiatives to deliver the company’s Health & Wellness Ambition for the UK market. Aurore holds a Masters Degree in Food Science Management and Marketing from the leading global food institute Agro Paristech.
Wendela Wennström - Communication Officer & Insight Consultant
Wendela Wennström is our Communication Officer and Insight Consultant with strengths in project management and content. She works, among other projects, on the HMT Consumer Lab, our think tank where researchers supported by industry professionals blend fresh new research with proven market strategies. Besides that, she adds a specialty within Strategic Communication and PR to the team coming from her Bachelor’s Degree in Strategic Communication at Lund University, and her background and experience from the Press Office at the Swedish Ministry for Foreign Affairs. During her studies at Lund University, she was also the president of Scandinavia’s leading forum for speech and debate – Studentafton. She is passionate about the goodness of a plant-based diet and she is constantly tapping into areas connected to natural health such as probiotics or homeopathy.
Per Sundelin - Senior Consultant
With international marketing and sales experience that stretches across FMCG, B2B and consultancy roles in 6 continents, Per has accumulated solid experience and understanding in how to build brands that achieve set business goals.
For over 20 years he has worked with high performing Brands such as Marabou / Kraft Foods, Carlsberg, Saatchi&Saatchi and Tetra Pak, focusing on building brand equity, understanding the brand purpose and mobilising the entire team.
Per believes that food and beverage is the universal forum for meetings and interaction between people. Providing so much more than the fuel for energy; it is the foundation for fun, inspiration and new experiences!
Brigitte Zeller - Senior Consultant
Brigitte has built 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.
She started in Danone where she held various marketing and category business roles, then joined Unilever as VP Marketing Lipton Asia in China to transform and accelerate Lipton brand to appeal to millenniums across the APAC region thanks to lifestyle Lipton milk teas and wellness teas.
In Nestle Greater China, she acquired a broad range of expertise across various dairy, beverages, coffee , food , ice cream, confectionery, plant-based and science based nutrition thanks to leading roles in Insights, Brand & Category building and Corporate innovation for China JV and Nestle brands. And in Fonterra she was leading the Consumer Brand Global brands Innovation pipeline, leading and supporting markets from Asia to Chile on their dairy-based agenda from infant nutrition to Healthy Aging.
Brigitte has a MBA from Schulich School of Business (York University Canada) and emlyon Business School (France).
Bel Lavratti - Senior Consultant
Bel Lavratti is a creative strategist helping people and brands define, plan, and build their purpose. As HMT Senior Consultant, she helps our clients get clarity on their strategic direction, define action plans for their brands, and tell their stories confidently.
With over 15 years of experience in marketing, she has a background in the creative and cultural industries and brings a unique skill set to our team.
Bel was born and raised Brazilian but became a citizen of the world after living in 5 different countries and learning 3 languages (working on one more now). Currently based in Switzerland, she is our main bridge with our LATAM clients and partners.
She has co-authored the e-book The FourFactors® for Growth Market Success, contributing with her learnings from her work in Latin America.
Bel is passionate about helping projects that matter get the voice they deserve.
Zuzana Kalistova - Insight Specialist & Discovery Lead
With a master in Health & Food Innovation Management from Maastricht University, Zuzana’s expertise lies within food legislation, nutrition and food innovation. Originally from Czech Republic, Zuzana has experience from living in different countries and markets, including Netherlands, Sweden and New York City.
Moreover, Zuzana is increadibly creative. Her creative soul is reflected in her passion for taking professional pictures, creating videos and using all of this for her lifestyle blog. Apart from keeping up with the new trends and innovations on the market, she is also addicted to fitness and likes to relax by trying out new recipes.
Felicia Wennström - Junior Strategist & Creative Director
Felicia’s expertise spans from benchmarking of trends & conceptualisation of ideas, to copy writing and social media marketing. Her creativity and ambitions come well at hand as part of our HMT Creative team, where she is is responsible for creative directions and content creation.
Holding a BA in Marketing Communication from California Lutheran University, Felicia has been working as PR and marketing manager for restaurants, online magazines, and clothing brands in USA. She also worked as Creative Project Manager at Oatly and founded the creative design agency Becktor/Wennström.
Felicia is a strong believer that food marketing and branding is much more than just a product on a shelf. Just as every person has their own unique story to tell so does the product.
Ida Mao - Insight Consultant
Ida is an explorer, creator and dot-connector stimulated by people and creativity. She believes that behind every successful brand, there is a deep understanding of human stories and motivations, and she is obsessed with adding the human touch to brands and services.
She is passionate about finding patterns, discovering unmet needs and analyzing the big picture. And her creativity adds a frisky touch to her work. Over 10 years of painting has made visual thinking her second language for communication. And now she has extended her canvas to branding, marketing and digital platforms.
Marit Veenstra - Insight Consultant
With a background in Nutrition & Dietetics and a master’s degree in Health Food Innovation Management, Marit has developed her expertise in the field of healthy food, innovative product development, consumer behaviour, project management and food legislation.
Food has always been her inspiration and her greatest passion. This is reflected in her food blog, where she makes recipes and writes blogs about nutrition in relation to lifestyle. As a result, she is always up to date with the latest food trends and new innovative products.
Rolf Bjerndell - Chairman
Rolf is one of Sweden’s sharpest minds when it comes to bringing food innovation and new brands into commercial successes. He is also a Board member of Oatly, and a driving force behind the company’s new brand strategy (that was developed together with HMT), Brämhults, OTTO, Berries by Astrid, Almi and Probi (Proviva), and former CEO of Skånemejerier where his collaboration with Peter Wennström started in connection to the ProViva project.
Wherever Rolf Bjerndell has set his foot during his long career he’s been involved in change. Either in managing change caused by deregulation and changing market conditions or driving change himself as leader, board member or business angel.
Max Gonen - Insight Consultant
Max Gonen is a Cultural Analyst from Chicago, IL with a background in Communications and Gender Studies where he focused on identity and spectatorship to answer questions like; how does the media we consume help us form and sustain our self image?
His professional background producing and designing large scale events allowed him to develop a keen aesthetic eye and the ability to quickly understand visual trends; to see how color, texture, and shape have their own languages and how to use them to tell a great story.
He currently specialises in researching digital cultures; specifically around sports nutrition and supplementation.
Thanyathorn Wognitchakul - Insight Consultant
Thanya holds a master degree in Health Food Innovation Management and has an experience in clinical nutrition, particularly diabetes, heart disease and obesity.
With the combination of notions in health sciences and food business, she has a great insight of how to find the sweet spot between consumer needs and food markets. She specifically focuses on consumer behaviour research, trend analysis and cultural-oriented products, especially within the Asian market. She is particularly interested in the area of plant-based products, with a focus on the dairy-alternative market where she has done an extensive research.
Thanya is currently based in Bangkok, Thailand. After living and travelling in different European countries, she is able to connect the dots between Western and Eastern consumer products.
She is passionate to help people to improve their life through healthy food products, while having sustainable wellbeing. Thanya believes it is important to respect different cultures and backgrounds in order to win consumers’ mind.
Plant-based Food: The Evolution of a Trend and Marketing in the Mainstream
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
by Svea Anstis
Nutritional Myths: How they spread and why we can’t let go of them
Cultural analysis from HMT ConsumerLab in collaboration with Lund University
By Kübra Camur
Online FourFactors®️ Training with 20 SME’s
via Thailand Food Innopolis
In August we helped 20 Thai SME’s to develop their strategic road-mapping so that they can get a head start with our FouFactors® Methodology.Read More
HMT ConsumerLab has joined Instagram!
Follow HMT insight team on instagram @thehmtab ! By following you’ll always be able to stay updated on the latest trends, what they are doing on a daily basis, and how the insights team can help you with your branding.Read More
The Green Dairy (part of Bofood AB) Brand Identity:
How we bridge brand equity through design
“When creating the brand identity for The Green Dairy we worked to bridge the brand equity into creative expressions and design based on the brand positioning, its target audience and market entry strategy established by HMT’s strategy team.” ——Felicia Wennström, CD and head of HMT CreativeRead More