Premium babyfood business Plum has named Jonathan Burr as commercial director.

Burr joins Plum from Senoble Group, where he was sales and marketing ­director for its bakery business Elizabeth the Chef. In his new role, he will be responsible for ­developing commercial strategies and growth in new and existing markets.

"This is a very pivotal and exciting time for Plum, as we move from an entrepreneurial outfit to a fully commercial business," said Plum chief executive officer Paul Kaye.

"Jonathan has a proven track record in creating sleek and efficient commercial and sales teams he will have a fundamental role in helping us to achieve our big growth ­ambitions."

Burr said: "I am really looking forward to getting my teeth stuck in at Plum it has incredible potential, a talented team ready and I am eager to help take it to the next level."

Before moving to Senoble, Burr held a number of sales and marketing roles at companies including Buckingham Foods, Masterfoods and Allied Bakeries, where as director of customer marketing he was involved in the relaunch of Kingsmill.

Set up in 2006 by mother-of-three and former chef Susie Willis as Plum Baby, the recently rebranded Plum now has more than 50 products to its name.

Last month, Plum launched its first yoghurt products, warning the likes of Nestlé and Danone: "It's about time someone showed the big brands what dairy products for ­babies really look like."