Golden Wonder has made former United Biscuits' manager Ed Jackson chief executive, replacing Paul Monk who left in January to set up a venture capital company.
Jackson joins on April 8. He was previously UB's managing director of development operations in the McVitie's Group until it was sold to US biscuit firm Nabisco in 2000. He went on to set up his own business and has been involved in management consulting.
He has more than 25 years' experience in global consumer goods, starting at Unilever as a graduate trainee in 1978. From there, he progressed to become marketing director for laundry brands including Persil, Domestos and Comfort. His appointment comes as Golden Wonder focuses on new business and future growth, now the dust has settled after its takeover by Longulf last July.
Jackson joins after Longulf announced plans in January to pump £25m of consumer and trade support behind GW's three core brands, Golden Wonder, Nik Naks and Wheat Crunchies. The cash will finance consumer and trade support.
Longulf project director John Cook said: "Ed will oversee the extensive, planned commitment to major brand support over the coming years. The recent announcement of £25m investment means we welcome him to the business at a time where there are exciting things on the horizon."