Former Premier Foods CEO Robert Schofield has resurfaced as chairman of SlimFast as the brand prepares to relaunch in the UK.
Schofield left Premier Foods in August 2011 under a cloud, after 10 years during which the manufacturer floated on the Stock Exchange and made a string of acquisitions, including Quorn in 2005 and RHM in 2007.
He takes on his new role following private equity firm Kainos Capital’s purchase of SlimFast from Unilever last summer. His first job as chairman has been to recruit a new executive team, including a new MD, finance director and commercial director.
Lindsay Reisser- Weston has been appointed UK MD. She was previously vice president of marketing at WeightWatchers.
Bogdan Ionescu - a former Coca-Cola executive and finance and operations director of Dyson UK - becomes UK FD, while former L’Oréal commercial director Carl Moore is UK commercial director.
“Attracting the very best talent was my principal aim to ensure SlimFast’s future growth and industry confidence in our brand ambition,” Schofield said.
“Now, the wider team is wholly focused on growing the brand and business capabilities so we truly lead the category. This will include brand repositioning and product innovation to stimulate growth in the category.”
SlimFast’s UK retail sales are £50m and its current range includes meal replacement shakes, powders, bars and snacks.
Reisser-Weston said: “SlimFast’s strategic priorities for 2015 include value-added renovation and innovation and a clear focus on building strong buyer relationships. We are introducing a new look and feel to reinvigorate the brand that will also be supported by significant NPD later in the year.”