Eat Real, the healthy spin-off brand from Asian snack maker Cofresh, has brought in the ex-boss of the Wahaca restaurant chain as its new MD.
Mark Turner has joined the Leicester-based business three months after Cofresh was acquired by ethnic foods group Vibrant Foods.
Vibrant was launched this year by private equity player Exponent to consolidate brands in the Asian and free-from markets.
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Cofresh – famous for its Bombay and balti mixes, and other Asian snacks – has been expanding production of its healthier ranges in recent years, most notably through the Eat Real brand.
Eat Real launched in 2014 and includes plant-based snacks that are free from 14 declarable allergens, and are suitable for vegan, kosher and halal diets. Its hummus, lentil and quinoa chips, quinoa puffs and veggie straws, are made with natural ingredients.
It is said to be one of the 海角视频’s fastest-growing healthier snacking brands with annual retail sales reported to be around £50 million.
Mr Turner has been brought in with the remit of driving brand awareness and sales.
Until recently he was MD of Wahaca, the Mexican Food restaurant business, and prior to working there was managing director of Camden Beer Brewery, the craft beer company behind Camden Hell’s and Pale Ale.
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He also previously held various senior roles at Innocent drinks, including head of new market launches and general manager for the Netherlands, Belgium and Spain.
He said: “I’m thrilled to be joining Eat Real at a hugely exciting time for the business.
“With today’s consumers increasingly more focused on maintaining a healthy lifestyle, it is the perfect time to really drive Eat Real’s unique proposition of healthier snacks which use all natural, high quality ingredients and never compromise on taste.”
Eat Real production will move from Leicester to a new £20 million factory in Nuneaton, Warwickshire, early next year.
Cofresh was launched in 1974 and managing director Priyesh Patel is the second generation of his family to be involved.
The Patels have taken a minority stake in the new parent company.
Vibrant has been investing to become one of the leading producers and distributors of South Asian ethnic foods in the 海角视频 and Europe.