Clive Peoples has appointed Clive Peoples, former vice president customer marketing, mobile and loyalty of, as its new chief commercial officer.

Currently, in excess of 60% of Graze’s web traffic comes via mobile devices and Peoples’ appointment will address growing demands for more integrated mobile services. 

“Graze has always been at the forefront of innovative technology, and we’ve taken this pioneering attitude beyond our pureplay roots and placed it at the heart of our multichannel strategy,” said CEO Anthony Fletcher.

“Investing in different channels allows us to experiment with the best ways to reach existing and new customers, and Clive’s guidance can make us a leader in mobile within the food industry.”

Peoples said Graze, which launched into retail stores last year with listings in Sainsbury’s, Tesco, Waitrose, Asda, Booths, Boots and WH Smith, had enormous potential as a true multichannel business.

“I know of no other food business better-placed than Graze to take the lead in this growing mobile market,” he said.