Speciality bakery manufacturer Finsbury Food Group has appointed Neil Rockliff as the group product and innovation director in a newly created senior role.

The move aims to strengthen the food manufacturer’s commercial leadership team and is part of its goal to invest in product development and strategically align with customer demand.

He will report directly to Graeme Clark, chief commercial officer, and will work alongside Ben Kisby, group category and insight director, to analyse and leverage customer data and insights.

Clark said: “A core focus of Neil’s role will be to ensure Finsbury’s innovation approach is both proactive and strategically aligned.

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“By strengthening the connection between insight, category strategy and development, Finsbury’s new product propositions will be grounded in robust consumer understanding while delivering commercial impact.”

He brings years of industry experience to the role, having managed teams at food businesses including Samworth Brothers and Greencore.

Rockliff said: “When I met with the leadership team, it was immediately clear there is real ambition within Finsbury, ambition for quality and ambition for growth.

“The diversity of Finsbury’s product and customer mix creates huge opportunities from an innovation perspective. There’s real scope to evolve categories and unlock new areas of growth.”