Seabrook Crisps has named Kevin Butterworth as marketing director.

Butterworth joins the northern crisps manufacturer from Kellogg’s, where he worked for four years on campaigns for Crunchy Nut Cornflakes and Cornflakes.

He has also worked for Reckitt Benckiser.

“This was an opportunity to work for a very well-known brand that is a great product with fantastic heritage,” Butterworth said.

“It was also an incentive to be working with a strong management team to help drive the business and take the lead on a marketing strategy that will establish the future direction for the brand.”

His appointment comes just months after Seabrook unveiled a new management team, made up of MD Andrew Staal, FD Daniel Woodwards and former Vimto Soft Drinks MD Jonathan Bye.

Butterworth’s appointment was the next step in delivering growth for the brand, Bye said.

“Kevin has excellent experience of strategy and planning for major brand names. We have strengthened a team that can meet our aspirations for nationwide growth,” he said.

“Kevin will be developing a new direction for Seabrook Crisps to give us a point of difference in a very competitive market.”

Seabrooks is currently in the middle of a “comprehensive brand review”. It has abandoned its plan to build a second factory to drive sales and distribution in the South, with Bye saying the priority for the company is its heartland of Yorkshire, Lancashire and the North East.