Signature Flatbreads has appointed fourth generation family member James Eid as its first UK CMO.
Eid will lead Signature Flatbreads’ marketing strategy across its own label range and fast-growing Deli Kitchen brand.
He will be responsible for delivering growth across retail, foodservice and consumer channels, with oversight of insight, communications and product development teams.
Eid is the founder of Earth & Wheat, a wonky bakery subscription service designed to reduce Signature Flatbreads’ waste, and Sway Me, a technology platform for influencer marketing.
“Keeping our strong legacy of innovation alive is an essential part of the CMO role, alongside delivering highly effective communication strategies,” said Eid.
“Our own-label offer leads the market on innovation and quality across both retail and foodservice, with significant growth potential in each.”
Meanwhile, Deli Kitchen was “in a very strong position to continue developing the category and enabling the nation to enjoy healthy, convenient and flavourful meals”, Eid added.
David Laurence, co-MD at Signature Flatbreads said: “James has grown up with the family business in his DNA and brings a wealth of experience through his background in influencer marketing with Sway Me Good.”
Signature Flatbreads announced a £150m into its sites in the UK and India in 2024, adding new capabilities and creating “more than 500 jobs”.
According to Laurence, 2026 will be “a pivotal year for Signature Flatbreads as we look to kickstart its next phase of growth”.
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