Birds Eye UK and Ireland has appointed Neil Barker as its new sales director.

Barker is currently sales and commercial director at General Mills UK, and will join the frozen foods specialist in January. His previous roles include stints at Mars, PepsiCo Walkers and Foster’s.

Birds Eye UK and Ireland MD Andy Weston-Webb said Barker would bring experience from some of the world’s leading consumer goods businesses to Birds Eye. “I am confident his track record of driving growth through great customer relationships will be an asset to us both,” he said.

Barker replaces Mark Winter, who left Birds Eye in August to join United Biscuits as sales director.