Sean Uprichard has been appointed brand and marketing head at breakfast brand Fuel - a concept he helped develop three years ago.

Uprichard, who has 17 years’ experience in the fmcg sector, has joined Fuel after two years as chief executive officer at functional milk brand A2. The move marks a return to the brand he helped create an identity for in 2011, after meeting owner Fresh Marketing at a trade show.

A modern language graduate, Uprichard began his fmcg career in 1995 when he joined Unilever as part of the company’s management development scheme, and worked on brands including Lynx and Sure. He went on to spend five years at L’Oréal in roles including controller for Boots and Superdrug before joining Coca-Cola to help develop energy drink brand Relentless.

“Fuel takes a lot of best practice from the Relentless model in terms of bringing a highly disruptive visual identity to a category,” Uprichard told The Grocer. “Like Relentless, Fuel has ­benefited from drawing on the attitude and advocacy of a dynamic community - in this case active early-morning risers.”

He claimed Fuel had the ability to deliver incremental sales.

“I look forward to ­scaling up this dynamic to the benefit of all our customers while making the brand more ­accessible and inspirational to our growing consumer base,” Uprichard added.

In February, Scott Wotherspoon, then CEO of Plum Baby UK, replaced Uprichard as UK head of A2 Milk.