The Board of Bayn Europe AB, an independent developer of cutting edge and healthy sugar reduction solutions for the food and beverage industry, has appointed Patrik Edström as the new CEO of the company with effect of the 1st of April 2018. He succeeds Lucy Dahlgren who remains in the company and who will be nominated as executive board director at the annual general meeting in May. Lucy remains in charge of business development in the company as well as of developing “closer to the consumer” sugar reduced projects through the subsidiary Bayn takk!.
“Patrik Edström has vast experience working with the food and chemical industry at top positions and a strong understanding of the market. I believe he is the right fit to lead Bayn’s core product development and competence sales going forward”, says Lucy Dahlgren. “Sugar reduction is a consumer driven market, I am glad to be responsible for the business and project development closer to market.”
Patrik Edström has been the COO at Bayn Europe since October 2017 and played an important role in the company’s expansion on the Chinese market as well as in developing key accounts. His previous experience includes roles such as Managing Director at R2 Group Sweden AB and partner at Covrt Advisors. Patrik has extensive international experience working with organisations in Europe, the Americas and Asia.
“Bayn has successfully built a solid base for technical solutions for sugar reduction, solving both the taste and texture challenges, but food producers are still showing resistance as they see a risk in changing to sugar reduced options. That’s why Bayn’s focus going forward also needs to be on affecting the market demand. I feel humbled by the opportunity to lead Bayn’s B2B going forward, and also believe in the board’s decision to start targeting the consumer segment under the brand name takk!®. I look forward to working together with Lucy Dahlgren and the rest of the team at Bayn as we enter the next phase of the business”, says Patrik Edström, future CEO of Bayn Europe AB.