Former Sunraysia commercial director Gavin Cox has been named managing director of Cracker Drinks Co.

He will take charge of the not-from-concentrate juices and juice drinks business from 1 July, joining the company following the death of Cracker Drinks co-founder and MD Wayne Miller, who died last December.

Cox worked with the Australian health Juice brand for five years, and was also sales director for smoothie brand PJ’s before its acquisition by PepsiCo in 2005. He said the opportunities to develop the Cracker brand were “immense”, adding that he believed it would be possible to treble the business over the next four years.

“Cracker’s brand development over the past few years has been really interesting to watch. It’s quite a quirky offering,” he said.

Among the routes for brand development were new pack formats and flavours, said Cox, alongside making the products more accessible to a wider market.

“We are delighted to attract such a high-quality and experienced manager to drive the Cracker brand forward,” said Cracker chairman Nick Theakston.

Cox was placed in the role by recruitment company The Simmance Partnership.

Cracker, which sells its drinks through retailers including Tesco and Asda, said it had enjoyed compound double-digit growth over the past three years. Last November it launched a range of coconut water and juice blends, and plans further NPD alongside a brand review in the coming six to 12 months.

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