Somerfield has promoted Guy Welford to head of buying in the convenience chilled category.

Welford has been buyer for in-store bakery, pre-packed cheese, butters, spreads & margarines, but his most recent role was as buyer for milk, chilled juice, cream and chilled & hot eating desserts.

"I am keen to learn, evolve and share success with my new team," said Welford. "Our vision is clear: convenience chilled at Somerfield will become the hero driving sales."

He began his career in grocery in 1992 as a shelf-stacker in Gateway while doing his A levels. He then moved on to run dairy departments in Somerfield stores in East Anglia and the Midlands.

After eight years in store roles, Welford achieved his ambition to become a buyer and moved to the group's Bristol HQ.

Current Somerfield buyers Sarah Fieldhouse-Noble and Kate Shimmin-Grey will now be responsible for the milk and chilled juice categories respectively.