June 2026

Michael Wallner new Marketing Director

Vienna, June 23, 2026 – The New Originals Company is strengthening its marketing direction: Michael Wallner has assumed the position of Marketing Director. In this role, he will drive the strategic development of the brand and product portfolio, as well as the positioning of the entire category in Europe.

Wallner brings over 20 years of experience in marketing, along with extensive international leadership expertise in the FMCG sector. Most recently, he served as Marketing Director at Brau Union Österreich, a subsidiary of the Heineken Group.

His appointment comes against the backdrop of strong category growth: tofu and the broader plant-based protein segment are rapidly evolving in Europe from a niche product into an integral part of modern nutrition. Driven by greater consumer awareness, increasingly flexitarian diets, international food culture, and demand for natural, regionally produced foods, the market is experiencing significant growth.

The New Originals Company brings together leading brands with production sites in Germany, Slovakia, Romania, and the Netherlands, as well as deep technological and craftsmanship expertise. The company’s goal is to further develop this still-fragmented category across Europe in a consistent way and to build a strong international brand over the long term.

“Tofu will become a fundamental staple food in Europe in the coming years. With Michael Wallner, we are gaining an experienced brand strategist with an international perspective, who will help our customers navigate this new food segment. Our goal is to further develop our brands so that they enable easy, enjoyable, and healthy eating in everyday life. I am very much looking forward to working with him and his team,”

Matthias Krön, CEO of the New Originals Company.

“This category offers enormous potential across Europe—it requires both education and excitement. My focus is on delivering exactly that with a strong, differentiated brand portfolio, consistently aligned with the evolving needs of consumers,”

Michael Wallner, Marketing Director, the New Originals Company.

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Vu Phan becomes COO, Thomas Hensellek takes on the role of VP, Commercial

The New Originals Company, Europe’s leading tofu producer, continues to grow and is strategically expanding its leadership team: Vu Phan assumes the position of Chief Operating Officer (COO) with immediate effect, and Thomas Hensellek joins the company’s executive leadership as VP, Commercial. These key appointments set the foundation for the next phase of the company’s European growth trajectory.