A former top executive of Procter & Gamble and Nestlé will take the helm at Unilever, bringing to an end almost a century of groomed internal inheritance in the Anglo-Dutch food and soap multinational group.

The choice of Paul Polman to succeed Patrick Cescau as chief executive in the new year represents a major emotional and cultural shift for Unilever. The 52-year-old Dutchman, who leads Nestlé's businesses in the Americas, is the first outsider to be appointed to a top job in the household products giant. He brings with him 27 years' experience in P&G, Unilever's arch rival.

Unilever's shares surged almost 100p to £15.85 as the appointment was welcomed. The decision ends a period of concern over a succession struggle after a signal from Mr Cescau that he would not stay beyond 60.

The share price boost also hinted at investor expectation that Mr Polman would bring renewed urgency to Unilever's drive to raise sales. The company lost ground in the battle for market share in the second quarter of the year, admitting that volumes were slipping. Within Europe, the company is struggling to pass on the full impact of commodity price increases.

Appointment of an outsider may have internal repercussions as several top Unilever executives were tipped as contenders for Mr Cescau's job, including Vindi Banga, head of the merged household and food divisions; Jim Lawrence, the chief financial officer; Harish Manwani, who leads the Asian, African and Eastern European division; and Doug Baillie, who runs the Western European business.

The decision to poach from Nestlé is the first major strategic decision by Michael Treschow, Unilever's Swedish chairman, who joined the company in May last year. His appointment marked a departure; previous Unilever chairmen have been former executives, but Mr Treschow was formerly on the boards of Electrolux and Ericsson.

Yesterday, Mr Treschow said that Mr Polman brought with him extensive understanding of the products, countries and markets in which Unilever operates. He said: “He adds an outside perspective, but he is still close to our business. You can't learn that in books.”

Mr Treschow said there would not be a change of strategy but a focus on making sure Unilever delivers on the approach put in place by Mr Cescau. “He will bring a new perspective, but for us execution is the priority.”

Mr Cescau, who will reach 60 at the end of the month, took over from Niall FitzGerald four years ago at a time when Unilever's sales were flagging and the group was being attacked on several fronts by competitors.

He abandoned a combined strategy of boosting sales and margins, and focused on recovering market share, redeploying cash from asset sales and internal savings into more aggressive marketing. Unilever recovered its poise and beat off the attack from P&G, but latterly has again suffered flagging revenue growth.

The appointment of Mr Polman is the final page to be discarded from the Anglo-Dutch group's old rules of procedure. The company has abandoned its dual-listed structure and transferred its top management to headquarters in London.

Mr Cescau became the first chief executive, ending a tradition of twin leadership with co-chairmen representing the British and Dutch sides of the company.

Mr Treschow acknowledged the risk that Mr Polman's appointment might lead to departures. “Of course I am worried about that,” he said, adding: “Unilever is a very emotional and people-oriented company.”

Mr Polman joined Nestlé as chief financial officer in 2006 after a long career with P&G and was later put in charge of the American businesses. He was widely tipped for the Swiss group's top job after the retirement of Peter Brabeck-Letmathe, but was pipped at the post by Paul Bulcke, then head of Nestlé's American operation.

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