Seabrook Crisps has appointed a new impulse trading controller as it prepares for a major push into convenience.

Jon Wood has been brought on board to grow distribution of the brand outside the multiples. Seabrook Crisps plans to treble sales in the impulse sector over the next three years by securing national listings and delivering national promotional activity.

Wood has been tasked with ensuring Seabrook is ultimately available at every impulse outlet nationwide, including foodservice, convenience retail, C&C and vending machines.

"I will bring renewed vigour to the team and focus on restructuring and putting systems in place to maximise and prioritise opportunities, as well as pioneering new routes to market," he said.

"Having spent so long working in a multinational, it's refreshing to work for a smaller brand where I can really make a difference."

Wood was previously at Mars where he held roles including convenience sector controller and account controller for major multiples over a six-year period.

"We are extremely ­excited to have Jon on board," said Seabrook Crisps MD John Tague. "With a combination of his experience and his enthusiasm for the brand, we are confident he will play a major part in our continued growth."

According to Seabrook Crisps, the company is ­outperforming the snacks category by 21% in value terms, with significant growth in all regions across the UK, as well as its Yorkshire heartland [IRI 52w/e 2 October 2010].