Müller Dairy has restructured its sales team to increase its focus on convenience and impulse.

The German dairy giant has appointed Simon Warren to head its newly created impulse channel, where he has taken up the position of impulse controller. He was formerly Müller's out-of-home controller, an area that will remain within his remit.

Müller this week published its 2010 chilled yoghurts and potted desserts category (CYPD) report outlining the potential for a tenfold increase in CYPD sales in c-stores, which only account for a £158m slice or 7.4% of the £2.1bn CYPD market [Nielsen Scantrack GB Convenience 52w/e 20 Feb 2010]. Müller's move towards impulse echoes Innocent's recent focus on impulse and C&Cs.

Müller has also appointed Russell Barnard as interim sales director and Jonathan Dee as interim marketing director. Barnard replaces Colin Smith who was promoted to general manager of Müller Group's operations in Verona, Italy, last year. He moves from controller business unit south with responsibility for Sainsbury's, Tesco, Waitrose, Ocado, Booths and convenience.

Dee replaces marketing and R&D director Chris McDonough. He was previously marketing portfolio controller for Müller's family range which includes Corner and Little Stars.

"Jonathan and Russell have both welcomed the opportunity to step into these roles while we complete the recruitment process to appoint successors to Chris and Colin," said Müller Dairy CEO Gharry Eccles.