Bell, who has previously worked at Mars and Young’s Seafood, brings a wealth of FMCG experience having been sales director and marketing director for chocolate in the UK, managing some of the world’s favourite confectionery brands, and commercial director at the UK’s market leader in frozen and chilled fish.
Rooney Anand, chairman of Purity Soft Drinks, said: “We are delighted to welcome David onboard and believe that his experience and leadership will help us accelerate the growth and development of the JuiceBurst brand, which will help to significantly increase the size and scale of our business.”
David Bell succeeds Garry Nield, who led Purity Soft Drinks through a successful period of change following the acquisition of the business by Langholm Capital.
JuiceBurst, which relaunched in February 2013, has established itself as one of the most popular juice brands in the impulse category and has helped grow the juice category by up to 49% where it is stocked.
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