Nichols has appointed Jonathan Bye as MD for Vimto Soft Drinks.

Bye joins Nichols, which is also behind soft drinks Sunkist and Panda, from Patak's Foods where he worked for eight years, latterly as general manager.

The Grocer understands Bye decided to leave Patak's because its owner, Associated British Foods, which bought the business in a £100m deal last June, is in the process of moving Patak's back office functions to G Costa in Kent. Bye is thought to have been unwilling to move south.

Bye's appointment is the latest in a string of senior management changes at Nichols. The company recently reshuffled its board, promoting Brendan Hynes from finance director to chief executive.

Executive chairman John Nichols will move to a non-executive role as soon as a replacement CFO is found. Nichols is also hunting for a marketing director and brand director for its soft drinks arm.

Bye started his career with Procter & Gamble and has also worked for Hazlewood Foods, Campbell's and Homepride. He joined Patak's in February 2000 as director of UK sales, progressing to group director of commercial, general manager for foods and breads, and general manager.

Nichols claims Vimto, which celebrates its centenary this year, is worth more than £33.5m. It is growing at 6.7% year-on-year and is sold in 65 countries. Earlier this month, the company said Vimto had outperformed the market in 2007 despite poor weather last summer.

Commenting on his appointment, Bye said: "Vimto is a good brand with a lot of growth potential. Opportunities are there to stretch the brand into new areas such as energy or health drinks."

Hynes added: "We are delighted to bring someone of Jonathan's expertise to the company."

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