Manor Bakeries, maker of cake brands Mr Kipling, Cadbury and Lyons, has moved two key sales managers after the creation of a three-channel trade structure.
The company said the new structure separates grocery, convenience and out of home trade channels, tightening customer focus and concentrating on a category led business plan.
Director of customer strategy Andrew Gidden has been made director of sales development, replacing Brian Tyrer who becomes director of the convenience channel.
Gidden will be responsible for implementing Manor Bakeries' commercial strategy in stores and will oversee field sales and sales operations for all channels.
Both will report to sales director Mike Anderson.
The role of customer strategy director has been abolished.
The company said the director of each channel, supported by development managers, would lead the company's future commercial strategy.
Anderson said: "The cake market is growing. However trading conditions remain highly competitive and our customers are looking for more focused and relevant options to increase profits. These changes will steer us in the right direction to further grow our cake brands, allowing us to continue to respond to customer and shopper needs."

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