Simon Lacey has joined organic and holistic petfood brand Lily's Kitchen in the newly created role of commercial director.

Lacey, previously sales director at organic babyfood company Plum, has set out his stall to increase the petfood company's share to at least 2% of the £2.4bn UK market.

The UK was a nation of pet lovers where many people substituted pets for children," he said. "Customers want their pets to eat a healthy, balanced diet," he added.

"I have joined at a really exciting time in the development stages of Lily's Kitchen. With the brand turning over a 173% sales increase on last year, it is evident the organic petfood market is on the up."

Henrietta Morrison, the founder of Lily's Kitchen, added: "With his extensive experience in the babyfood boom, I am confident that Simon will turn the petfood market on its head."