Nick Ripley is the new sales director for Seabrook Crisps.

Ripley joins from Red Mill Snack Foods where he was multiples sales director, and in his new role will be responsible for building distribution and growth of the brand, especially in the south of England.

He would create and implement a strategic plan to elevate brand and market awareness within the traditional UK grocery channels, said the company, which hopes to achieve an annual turnover of £69m by 2015.

"Passion and enthusiasm drew me to Seabrook Crisps," said Ripley. "Being a Yorkshireman, there is a huge nostalgia attached to Seabrook. I remember as a child buying Seabrook Crisps from the school tuck shop as a treat and falling in love with them.

"I plan to bring all of my knowledge and past experience of the fmcg market to the table in order to help Seabrook achieve its goals."