Premier Foods has lured a senior executive from Coca-Cola to be its new group sales director.

Ian Deste joins Premier after two decades at Coca-Cola, including nine years on the soft drinks giant’s GB board. He was most recently vice president of sales and customer development. His CV also includes stints with alcohol and tobacco suppliers.

“Ian has an enviable track record in building strong, enduring customer relationships,” said new Premier chief executive Mike Clarke.

“This will be of enormous value to Premier Foods. Ian has the skills and the motivation needed to help drive our business forward.”