Chada joined Premier Foods this week in the new role of international director for grocery. At Premier he will be responsible for identifying and maximising opportunities for Premier's portfolio of about 60 iconic British brands, including Ambrosia, Bird's and Bisto, into overseas markets.
"Given the size of Premier Foods' business £2.7bn the international business is modest in comparison," Chada said. "I think it is a hugely exciting opportunity to accelerate the global presence of some of the UK's favourite brands and generate new long-term revenue and profit stream for the business."
Chada added that he was starting the role with a "blank sheet of paper". His first task would be to set a clear strategy for expansion to find out which brands and which countries should be targeted. Chada said he was particularly interested in Australia, India, the Middle East and China, and described the potential for brands such as Sharwood's, Hartley's and Ambrosia as "immense" in both retail and foodservice. Premier would be able to target ex-pats missing their favourite British brands as well as new consumers, he added.
Chada joins Premier Foods following six years at Burton's where he was marketing director. He has also worked for Cadbury and Arla Foods and has 25 years' experience in grocery.
"Jaspal's top-flight commercial credentials will be fundamental in helping us to unlock the full potential of our brands on a global scale," said Premier Foods group sales director Ian York. "We are delighted that he will be part of our growing senior team and know we will benefit from his huge expertise, energy and market knowledge."
Added Ben Clarke, CEO of Burton's Foods: "Jaspal has shown an outstanding commitment and valued contribution to the business, helping to achieve today's record market sales and share performance."