Functional wellness challenger Grass & Co has named fmcg veteran Matt Goddard as its new chief executive officer, effective from today (5 May).
Goddard’s appointment marked a “significant step” in the brand’s expansion, it said. His fmcg career dates back to 2002, when he joined PepsiCo as a sales development representative. Over the ensuing 19 years, he rose in the US supplier’s ranks, holding such senior titles as senior customer business manager – Sainsbury’s, business unit controller (grocery) and, finally, wholesale trading director.
In summer 2021, Goddard joined Hero UK&I, owner of the Organix and Goodies snacking brands for young children, where he became managing director following a year-long stint as sales director.
His latest appointment came “at a pivotal moment for Grass & Co, as the brand accelerates its retail and brand-building strategy”, it said.
It recently secured a listing with Sainsbury’s for its functional soft drinks that included the retailer’s meal deal. This month, Grass & Co will roll the drinks into WH Smith Travel stores, while ending a nationwide OOH push that kicked off in March.
“Matt’s track record in building and scaling fmcg brands makes him the ideal leader for Grass & Co’s next chapter,” said founder & chairman Ben Grass. “With major retail wins and increased investment in brand visibility, we are confident in the growth trajectory ahead.”
Goddard added: “Grass & Co is uniquely positioned at the intersection of wellness and convenience and I’m excited to join at such a dynamic time. With strong retail partnerships and increased consumer demand for functional products, there is a significant opportunity to scale the business and bring the brand to even more consumers.”
In February, Grass & Co added gummies to its Focus range designed to support mental clarity, concentration and cognitive performance. The NPD was the fourth product in the Grass & Co Focus lineup. It joined Lion’s Mane Mushroom Capsules, Liquid Focus Nootropic Drink and Lion’s Mane Mushroom Powder.
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