Breakfast brand Fuel10K has hired Lee Wilkinson to head its impulse channel in a new office in Brighton.
Fuel10K is short for Fuel Your 10k Hours, which produces Liquid Breakfast and Chunky Granola, Porridge Pots, Protibrick, Protioats and Protiflakes, all with added milk and soya protein, which the company markets as keeping you “feeling fuller for longer”.
Wilkinson, who joins from SHS Sales & Marketing, was previously responsible for building the Mars drinks portfolio, including Mars, Galaxy, Bounty and Skittles milks, Snickers shake, and Galaxy iced chocolate coffees through delivered wholesale.
Wilkinson has been hired because of an increasing focus on new channel opportunities for the “fast-growing” protein breakfast brand.
Wilkinson said he had been watching the brand’s increasing presence over the past two years. “The vision of the founders, the dynamism of the team and the enormous potential for growth are what attracted me,” he said.
Fuel10K co-founder Barney Mauleverer said that as distribution in grocery broadened and consumer loyalty developed, focus on impulse sector was “a clear opportunity. This is a significant time in our development. Lee is a great guy and has the perfect credentials for our team.”
The Brighton office joins the company’s other offices in Inverness, The Wirral, London and Dorset. Fuel10K currently has impulse listings with Nisa, Parfetts, BP, Bargain Booze and regional c-stores.
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