Waffle Amour owner United Food Brands (UFB) has appointed Neil Pittman as sales director as it readies a retail collaboration with viral TikTok stars Spud Bros.
Pittman, who has three decades’ experience in the fmcg industry, joined the business last month.
His most recent role was as US sales director of St Pierre Groupe, where he played an instrumental role in the company’s growth trajectory.
During his 12 years at the business, he helped establish St Pierre as a key branded retail partner, successfully launching the St Pierre and Paul Hollywood brands across major retailers in the UK and US.
Prior to joining St Pierre, Pittman honed his skills in chilled short-life categories at Greencore and Bakkavor, and later as head of sales for 2 Sisters’ Holland’s and Portumna pastry businesses.
Pittman’s appointment came at a “pivotal moment for UFB” as the company aims to expand internationally.
Richard Reeves, UFB CEO, said: “Neil’s experience perfectly aligns with our growth strategy for the US market.
“His expertise will also strengthen our team in the UK as we continue to grow our presence domestically.”
Earlier this week, Reeves announced in a LinkedIn post that United Food Brands had partnered with viral TikTokers Spud Bros to “take their incredible brand into retail” in 2025.
“Super-excited to share more about our product range over the next weeks,” he wrote.
Pittman said he was “thrilled to be joining United Food Brands at such an exciting time in the business’s journey.
“With a strong portfolio of premium brands, including the recent TikTok phenomenon Spud Bros, UFB is well positioned for substantial growth,” he added.
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