Former Alpro UK commercial director John Allaway has been appointed general manager of babyfood supplier Hipp Organic.

Allaway left Alpro in February after more than 14 years with the business, and will replace Hipp Organic’s Bob Seaborne, who retires at the end of the year.

Hipp said Allaway was bringing with him a “wealth of brand-building experience.” His career in fmcg began as a fast-track management trainee at CPC Best Foods - since acquired by Unilever - and he has also been general sales manager and marketing controller at Burton’s Biscuit Company. Allaway helped Alpro develop from a relatively small player in the soya-based free-from market to the leading company in soya milk and the emerging ‘plant-based’ food and drink category.

He is joining Hipp Organic, which has been making organic babyfoods and milks for more than 50 years, at a time when the business is increasing its portfolio of jars, tray meals, pouches, cereals and juices. This summer it launched its first tray meals for older tots - chilli con carne and macaroni recipes aimed at children aged 18 months to three years. They were part of a rollout of 22 new SKUs across its product range.

“I am delighted to be joining the fantastic team here,” said Allaway. “It is the ideal time to join this ambitious, innovative and exciting company.”

Allaway added he was “inheriting a very experienced and dedicated sales and marketing team,” and was looking to “move the business even further forward in the UK’s dynamic babyfood market.”

“Hipp Organic stands for the very best quality,” he said. “I will be looking to continue the spirit and evolution of the business to ensure Hipp Organic builds on its reputation as a leader and innovator in a competitive category.”