This article published December 2015. For latest news THIS MONTH'S ISSUE


Shell appoints Unilever as global category captain for ice cream

Shell has appointed Unilever as its global category captain for ice cream as part of its strategy to grow its global convenience retail business.

The recognition was made during the NACS Show in Las Vegas, 7-10 October 2015, at a formal ceremony, hosted by Insight Managing Director, Dan Munford.

The event, which included senior executives from Unilever and Shell, put a seal on the company’s collaborative partnership, which has been accelerated since the launch of Shell’s Global Growth initiative in 2014.

Brody Mainville, Global Category Manager Snacking at Shell, said: “Unilever and Shell have a long history working together, but Unilever has recently stepped up to the plate and been proactive. It has taken a total category approach to our business. The company is always there to offer forward-thinking ideas and we wanted to formally recognize and establish a next level of partnership with them.”

In attendance from Shell were David Bunch, Global Vice President, Marketing for Shell Retail; Klaas Mantel, General Manager Global Convenience Retail, Lubricants & Alliances; Richard Garcia, Global Direct Operations Manager & Head of Category Management and Brody Mainville, Global Category Manager Snacks.

Unilever was represented by Thorsten Ellersiek, Director of Global Accounts, Unilever and Javier Echevarria, Head of Unilever’s Out of Home Ice Cream Business in the US.

”The event was a formal acknowledgement of the partnership among our senior leadership and a clear commitment to drive execution via common goals, transparency and data collaboration," said Mainville. 


Shell’s ambition for its Global Growth strategy is to grow faster than the petrol convenience channel in every market in which it operates and this purpose has been communicated to key suppliers through multiple engagement events in North America, Asia and Europe.

“Unilever was an early adopter and is helping build the strategy, so it’s mutually beneficial to both companies," Mainville added.

The Shell and Unilever partnership has resulted in wins for both businesses and an overall benefit to consumers across multiple markets.

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