Little Miracles has appointed a new UK impulse sales manager to drive a big push into the impulse channel.

Former PepsiCo account exectutive Miriam Rose will oversee the brand’s first sales team drive.

It is investing nearly £250,000 in impulse and has teamed up with Orchid Field Marketing to put together a 10-strong team of branded reps who will call on more than 10,000 outlets in the next six months, with the first burst of activity launching next week and running for five weeks. This will be supported with in-depot activity, sampling with retailers and at Be:Fit London, the Women’s health & Fitness Festival.

“There is a massive opportunity with the food-to-go sector,” said international marketing manager Kate Woolf. “Rose brings an understanding of the challenges in soft drinks.”

It is the second appointment to the UK sales and marketing team after Rhys Pilling joined from Gerber in December. Pilling heads up the grocery accounts, with responsibilty for Tesco, Booths and Sainsbury’s.

The brand also plans to launch into the US later this year.