Loseley Dairy Ice Cream has poached Neil Burchell from yoghurt maker Rachel’s as its new MD in a bid to breathe new life into the group’s range of brands.
Burchell has been recruited to the newly-created role to replicate the success he achieved at Rachel’s where, as MD, he oversaw a six-fold increase in sales of branded products to £30m.
Burchell’s appointment follows a turbulent few years for south Wales-based Loseley. After being acquired by Hill Station in 2006, a decision to move all of the group’s production to Loseley’s Cwmbran factory failed to boost the company’s performance, and receivers were called in in October 2008.
Now backed by private equity firm Acuity Capital, Burchell said he was relishing the chance to grow a business that includes the Loseley, Thayers, Granelli’s and Yorkshire Dales Old Fashioned Ice Cream brands.
“Loseley controls a range of well-known and much-loved dairy ice creams, which will benefit from further focus, care and attention in the future,” said Burchell. “From experience, it is possible to build success by attracting consumers while staying true to brand heritage.”
David Eades becomes Loseley’s executive chairman after running the company for the past 12 months while at the same time searching for a suitable MD. He added: “We are extremely pleased to have been able to attract such a credible and relevant MD to the company. I wish him every success.”
Rachel’s was snapped up by French dairy giant Groupe Lactalis in July.