Richard Rothon takes over
from Bancroft after two years working with Asda Brand.
Rothon studied for a degree in food science from Leeds University, during which he completed a placement at M& S as a bakery technologist.
Since his graduation in 2002, he has been working with Asda as a bakery product manager, which involved redeveloping the bakery range.
Bancroft has started up his own consultancy Bake Sense.