Mel Bugler, the former MD of Fox’s Biscuits, has been named MD of Northumbrian Fine Foods.

Bugler has more than 30 years’ experience in sales, commercial and marketing roles for fmcg companies including Mars, Northern Foods, Kerry Foods, Cadbury, Kraft, Häagen-Dazs and Burton’s.

He was group business development director at 2 Sisters, reporting directly to Ranjit Singh Boparan. In February last year, he was seconded to the role of MD of Fox’s Biscuits, taking over from Graham Hunter, who was leaving to head Premier Foods’ grocery business but instead joined Tangerine confectionery.

Bugler, who has also invested in Northumbrian Fine Foods, said the company was “ripe for fresh strategic direction and a new chapter in its progress”.

“I am keen to make the most of the company’s strong biscuit-making heritage, which goes back almost 80 years to 1936, and will continue to strengthen Northumbrian Fine Foods’ gluten-free credentials to optimise the opportunities in this growing niche category,” he said.

Northumbrian Fine Foods chairman Bill Hazeldean added: “The board will give Mel, the other members of the senior management team and all our employees, as much assistance and backing as possible to help realise the terrific potential the business.”

Two years ago the company, which makes biscuits, cereal bars and free-from products, went through an MBO from private equity firm Duke Street Capital.