Carl Windfuhr has been appointed General Manager, Germany for GBfoods Europe.

Hamburg, September 2nd, 2025 — Carl is a seasoned FMCG executive with nearly 20 years of experience in commercial and sales management, with a proven track record of driving growth. Most recently, he served as Senior Marketing Director Snacks (CMO) for Central Europe at PepsiCo. Over 16 years at PepsiCo, Carl held key roles including Commercial Director DACH, Head of Marketing DACH, and Channel Key Account Manager. He began his career at Procter & Gamble, where he was Senior Assistant Brand Manager for Pringles in the DACH region.

In his new role, Carl will champion GBfoods Germany’s strong consumer-first focus. He is dedicated to building on Erasco’s legacy as a beloved household name and market leader, ensuring  the brand remains synonymous with quality, consumer trust, and the joy of sharing good food.

Maintaining and strengthening strong, trust-based partnerships with our customers and business partners remains a top priority. Carl’s broad commercial experience in FMCG equips him with a deep understanding of how to jointly create value with our retail partners, suppliers, and industry peers, ensuring GBfoods Germany continues to meet evolving market needs.

Equally, Carl brings a people-first leadership style. With his empathetic and inclusive leadership, he is deeply committed to fostering a collaborative and supportive work environment.

Commenting on the leadership change, Miranda Visscher, CEO of GBfoods Europe, said: "We’ve embarked on an exciting transformation journey in Germany focused on innovation, growth, and strong relationships with consumers and customers. We are driving a significant step-change in our German business, and under Carl’s leadership, we are doubling down on our ambition to double — even triple — the business over time. We will continue to keep consumers at the heart of everything we do, nurture our culture, expand our network of trusted business partners, and deliver executional excellence. GBfoods Germany has a bright future ahead, and I am certain he will steer the company toward continued success.”

When appointed Carl Windfuhr, General Manager, Germany, said:"I’m excited to take on this great role at a pivotal time for the company. Our focus is clear: delivering great products that meet consumers' needs both today as well as tomorrow while strengthening relationships with our retail and supplier partners. I am looking forward to working with such a talented team in GBfoods Germany and beyond to deliver against our growth ambitions."

Please join us in congratulating Carl on his new role and in wishing him every success.

For media inquiries, please contact: commseurope@thegbfoods.com