Elvin was formerly brand and innovation director at Thespiritof, a Leeds-based branding consultancy, where he developed frozen fruit for Del Monte Foods.
He has been in the food industry since joining the Co-operative Wholesale Society as a graduate, after which he moved on to brand marketing for The Co-operative Group followed by roles at Müller Dairy and McCain Foods. He was also marketing controller for Kerry Foods, where he was behind the Cheestrings and Brunchetta launches.
Elvin's appointment comes at a time when the frozen food sector is showing steady growth. Sales of frozen fish have grown 5.3% by value and 7.4% by volume in the past year [TNS 52w/e 17 May]. Young's meals division sells 29 million fish pies every year, including Admiral's Pie, its bestselling ready meal.
In March, the brand introduced the Naturally Delicious Fish range with a choice of sustainably sourced pink salmon, basa and hake. The launch was backed by a £1m TV campaign featuring rugby hero and Strictly Come Dancing star Matt Dawson. Since then, sales have increased 26% year-on-year [Nielsen 12w/e 16 May].
"Young's is one of the most exciting places to work in food at the moment," said Elvin.