Bear producer Urban Fresh Foods has created a new senior position as part of a strategy to double sales.

The head of retail role will be filled by Ishen Paran, who joins the company later this month fresh from a stint at breakfast brand Moma!

Reporting to company founding partner Giles Brook, Paran would play a fundamental role in growing the company’s Bear and Urban Fruit brands, which it planned to expand into new categories next year, said Brook.

Prior to his job with Moma!, Paran worked at Procter & Gamble for five years following a head of sales role at Feel Good Drinks. Paran said the key focus of his new role would be to drive sales and win more listings for the Bear and Urban Fruit snacking brands.

“There are a significant number of opportunities for the company in this area so it is a very exciting time for me to join the business,” he said. “This is a company that delivers strong plans behind its brands and drives innovation in various categories.”

Urban Fresh Foods, which won the SME Food & Drink Brand of the Year at The Grocer Gold Awards 2013, expanded Bear into the breakfast cereal sector in June this year with the launch of kids cereal Alphabites as part of ambitious plans to grow the brand from £11m to £19m this year. It also entered babyfood with Paws dried fruit snacks.

“The business is looking to double in size again next year and our team will continue to grow in 2014 as we look to bring in further talent,” added Brook.