Calbee UK has appointed Tangerine Confectionery senior brand manager Sarah Brown to oversee brand management for Yushoi Snapea rice sticks.
The Japanese snack brand launched in the UK in June 2015 with celebrity spokesman and Olympic gymnast Louis Smith presenting the snacks as a healthy alternative to fried crisps.
Brown joins Calbee UK from Tangerine, the supplier of Butterkist, DipDab and Refreshers, which she joined in 2007 as assistant brand manager.
In the new role, Brown will be responsible for aiding the brand’s ambitious target to become a leading supplier of savoury snacks by 2020 and building the profile of the Yushoi brand.
“Yushoi is a category innovation and a brand that has real mass market appeal,” said Brown.
“I was ready for a new challenge and wanted to work within a company that had a strong culture and set of values. There is a genuine sense of excitement around the business and this is just one of the things that attracted me to the company. We are all working together to make the Yushoi brand a household name.”
Calbee UK, which operates from Leeds and a new £6.5m factory in Deeside, North Wales, is a subsidiary of the £1.2bn Japanese savoury snack manufacturer Calbee Inc.
“Sarah has joined us at a really exciting time and we know she will be a huge asset to the brand and the wider business,” said Calbee UK marketing director David Wilson.
“Her previous experience, ways of working and attitude towards the brand are invaluable. We’re extremely pleased to welcome Sarah to the team and wish her all the best in her new role.”
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