New Originals Company

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

Vienna, 17 March 2026 – 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.

“Tofu is well on its way to becoming a European staple food. With Vu Phan and Thomas Hensellek, we are strengthening our company both in operational performance and in commercial development. Both bring deep FMCG expertise and the ability to build stable structures for sustainable growth. I am very much looking forward to working together with Peter Garherr, Juraj Lunter, Vu Phan and Thomas Hensellek to develop a European structure that will further drive momentum in this rapidly growing category,” emphasizes Matthias Krön, CEO of The New Originals Company.

A leadership team for a category with strong momentum

Tofu is transitioning from a niche product to an integral part of everyday diets across Europe. Flexitarian eating habits, Asian cuisine trends, the desire for natural and regionally produced foods, and a rapidly expanding market are fuelling demand.

In many European cities, tofu is currently sold out — not only due to strong consumption, but because existing production capacity is struggling to keep pace with this dynamic category. This supply gap highlights how urgently Europe needs reliable, scalable and professionally managed manufacturers.

For decades, the category has been highly fragmented, shaped by numerous small producers, regional differences and a lack of European integration.

The New Originals Company is changing this landscape: The company brings together leading brands, four production sites in Germany, Slovakia, Romania and the Netherlands, as well as deep technological and artisanal expertise, forming a previously fragmented environment into a consistent, Europe‑wide coordinated structure.

Experience and excellence for the next growth phase

Vu Phan – operational excellence with international production expertise

With 20 years of experience in plant management, international production networks, and the implementation of Lean Management and Kaizen culture — including leadership roles at Lohmann and Griesson – de Beukelaer — Vu Phan now assumes responsibility for the company’s entire European production network. He embodies operational leadership that combines efficiency, process stability and continuous improvement — a profile he has successfully demonstrated in the transformation of complex production sites. Phan emphasizes:

"We have the opportunity to bring together different sites and cultures into a strong, integrated European production system. The key is to create a working environment that empowers people, enables responsibility and fosters collective growth."
Thomas Hensellek – commercial leadership with international FMCG expertise


Thomas Hensellek brings many years of international FMCG experience, including senior marketing and commercial roles at Nomad Foods (iglo) and Nestlé. He has further developed marketing and commercial structures in several European markets, sharpened portfolios and fostered strong growth and performance cultures across teams. His core competencies include brand and portfolio management, category management, revenue growth management and building strong international teams. Hensellek underscores:

"The market offers tremendous potential, but sustainable growth can only be achieved when brands, assortments and sales channels are clearly aligned and designed with a European mindset. Our goal is to build a consistent commercial foundation that convinces consumers and strengthens the category in the long term."

Additionally, The New Originals Company is strengthening the steering of its entire value chain: With the appointment of Ronald Gansfuss as Supply Chain Director, the company is realigning production, logistics and planning across Europe. Gansfuss brings 27 years of experience in international supply chains and reinforces the critical interface that will become increasingly important for stable supply and further growth.