The former managing director of Dairy Crest, Martyn Wilks has been named as the new CEO of bread brand Hovis, with immediate effect.
Wilks worked at Dairy Crest from 2007 to March of this year, having previously worked at Mars for 20 years.
Hovis has also appointed Sharon Barraclough as its first innovation director to lead the business’s NPD programme, and Tim Stoller as convenience director.
In January 2014, Premier Foods split off its bread business, which includes the Hovis brand, as a separate joint venture with US company, The Gores Group. Premier Foods retained 49% with The Gores Group paying £30m for the 51% share.
The bread market has been hit by intense retail pricing activity with Kingsmill being hardest hit, with total bread sales of £314m in the year to 28 March 2015, down £75m on the preceding 12 months.
Hovis has overtaken Kingsmill to become the UK’s second-largest selling bread brand despite an £11m fall in sales. Warbarton's remains the UK's number one selling brand.