UK snacks giant United Biscuits, which this week was sold to a consortium made up of The Blackstone Group and PAI, has appointed Helen Warren-Piper as its new brand director for bagged snacks.

Warren-Piper joins UBUK after 14 years with Procter and Gamble where she has held a number of senior roles, including marketing manager for Pampers, marketing manager for Iams Europe, and latterly marketing director for P&G Pet Care UK, when she led the launch of the Iams brand in the UK.

Warren-Piper's new role will require her to develop and oversee the implementation of the marketing strategy for UBUK's bagged snacks portfolio, which includes brands such as Hula Hoops, McCoy's, Mini Cheddars and KP Nuts.

She will be reporting directly to UBUK's marketing director Jon Eggleton. Warren-Piper said: "I relish the opportunity to find new ways to excite consumers in a category that needs constant innovation."