German startup company yfood has appointed previous Mondelez executive, Paul Sloane, as its new UK & Ireland country manager.
Since launching in 2017, yfood has become one of the fastest growing food startups in Europe, with over 95 million meals sold – via its ready-to-drink products, powders and snack bars – with the aim to reform the UK’s unhealthy eating habits.
In the role, Sloane will be tasked with setting the marketing and operational strategy to grow the business across all channels, with a key focus on securing retail listings across the UK, in a move that indicates the brand’s intention to grow in the UK market.
A commercial and retail expert, he also has a wealth of leadership team experience having led business unit teams across sales, category and revenue strategy at Mondelez International and GSK Consumer Health, adding to his career experience at Premier Foods and Unilever.
Subscribe to Grocery Gazette for free
The appointment follows the huge success yfood has seen in European markets in recent months, as the brand launched in 270 Co-op stores across the UK last September.
Founded by Benjamin Kremer and Noel Bollmann, yfood provides multiple solutions, for dairy and vegan shoppers, with both options provided as lactose free, gluten free and no added sugars. It’s products can be found at selected Holland & Barrett, Co-op and Nisa stores across the UK.
Paul Sloane commented on his new position: “I’m really excited to join the yfood team and have admired the brand from my time working in Germany over the last 18 months.
“yfood meets a key consumer need to have a healthy, nutritious meal to hand when time is against you.
“It has captivated the German shopper and consumer and I am both honoured and excited to have the opportunity to bring this much needed solution to the UK population.”
He added that what attracted him to the role is “how relevant the products are to me and my lifestyle. yfood is all about offering a healthy alternative when hunger strikes, when commuting to work or rushing after a busy family.
“I’ve been guilty of doing exactly that in the past, and yfood’s products make it easy to make a healthier choice when those instances occur.”
Sloane concluded: “The brand has already had some great success in European markets and I’m looking forward to exploding the smart food category here in the UK.”