Healthier snacking brand Fitbakes has appointed former Grenade MD Phil Greenhalgh to its board as a non-executive director.
In his new role, Greenhalgh will support the company’s strategic expansion plans as it looks to accelerate growth across grocery retail channels.
Over a six-year stint at Grenade, Greenhalgh helped steer the sports nutrition brand through its £200m sale to Mondelez in 2021.
He has also held senior leadership roles at Mondelez UK, where he served as MD for five years, and at Warburtons, where he spent two years as commercial director.
Greenhalgh has served as a board adviser to cereal brand Surreal since August 2025. He will continue the role alongside his new position, confirmed Fitbakes.
The appointment comes as Fitbakes aims to meet rising consumer demand for healthier bread alternatives, including low-carb, high-protein options.
Over the past five years, the brand said it had achieved a CAGR of 92% through its DTC and Amazon channels. More recently, national listings with Holland & Barrett and Ocado had “delivered strong repeat purchase rates”, highlighting demand beyond DTC specialist health channels, it said.
Fitbakes was “now focused on broadening its reach into mainstream grocery retail and bringing better-for-you bakery products to a wider audience”, it added.
“We are absolutely thrilled to welcome Phil to the board,” said Ella Rauen-Prestes, founder of Fitbakes. “His unparalleled experience at the helm of category-defining grocery brands is exactly what we need as we enter our next phase of growth.
“Phil’s strategic insight will be invaluable to our commercial team as we scale our retail footprint and work towards our ambitious goals.”
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