Iddison joins Dickinson & Morris from Northern Foods where she was the Tesco category manager for its chilled pastry savoury division. In this role she managed a large own label and branded portfolio including its pie and sausage brand Pork Farms.
In her new role Iddison will concentrate on brand penetration in the multiples, and in raising awareness of the Melton Mowbray Pork Pie.
She will be based at Walkers Charnwood Bakery in Leicestershire and report to sales director Martin Anderson.
Anderson said: “Brand share has grown considerably in the past year. In-store trials have gone well and we now have national listings in most of the major multiples.”