Innocent has appointed Joe Goyder as its head of consumer insights for new opportunities, which includes its Veg Pots and orange juice business.

Goyder, who will work alongside head of consumer insights for smoothies Gayle Beck, will focus on developing customer understanding around Innocent's new categories. The Veg Pots business, launched in September 2008, recorded sales of £15m in its first year.

He previously held the same role at Walkers, providing the consumer insight behind Doritos, Walkers Sensations, Monster Munch and Quavers, as well as working on the launch of premium brand Red Sky.

His appointment follows the departure of Jan Worsley, who has moved to join specialist fmcg market research company The Oxford Research Agency. In his new role, Worsley will act as a consultant to food and drink businesses on all aspects of the NPD process.

Innocent, which reported retail sales in the UK of £135m, plans to double sales by 2012. Although its overall sales are down year-on-year, Innocent believes it has "weathered the storm", with recent 12-week data showing total sales up 30%.

Last month, Innocent set out growth plans to focus on impulse. It hopes to triple its £25m out-of-home business by 2012 by targeting 300,000 impulse outlets and C&Cs (The Grocer, 27 February).