In a role created after a restructure in October last year, Roberts joins from RHM where he was business unit director of British Bakeries. In this role he had commercial responsibility for Marks and Spencer, Waitrose and export accounts.
At RHM, he led a turnaround of the M&S bread loaves category from 10% decline to 4% growth in less than a year. He was also instrumental in growing the Waitrose wrapped bread account by 15% year-on-year.
Paul Bates, managing director at Minsterley, said: "Chris is joining our business at an important stage of its development and we are delighted we have been able to attract a candidate of his calibre to the role."