United Biscuits has appointed Helen Taylor marketing controller of McVitie's Cake Company to promote ranges such as Jaffa Cake Mini Rolls and Penguin biscuits.
Taylor will help drive business strategy for the Cake Company, which aims to deliver significant growth over the next few years. She will also be responsible for the profile of brands such as Snickers Flapjack and Bounty Cake Bar, products of the Cake Company's link with confectionery giant Masterfoods. Taylor said: "McVitie's Cake Company boasts an impressive portfolio of brands that I am eager to be involved with. It is already showing impressive growth rates, which gives an excellent platform for further innovation in 2003, adding value to the category."
Previously marketing manager for npd at Warburtons, Taylor was responsible for developing and implementing its npd strategy.