Matt Hollier, the former vice president of sales for Northern Europe at Monster Energy, has joined Wholebake as sales director.

Hollier will be responsible for all sales channels and will recruit a sales team to drive growth of Wholebake’s snack bar brand 9bar.

“We are delighted to have attracted someone of Matt’s calibre. This is a key appointment and will support our ambitious growth plans,” said CEO Mark Gould.

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