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Catalina Snacks has expanded its leadership structure as the better-for-you cereal and snacks company looks to strengthen its commercial and operational capabilities.

Lauri Luker has been appointed president and chief customer officer, expanding her remit to focus on sales and customer strategy, while Dan Robin joins the company as chief operating officer.

Both executives will report to Doug Behrens, CEO of Catalina Snacks.

Luker will focus on strengthening the company's sales organisation and customer relationships as it continues to expand its retail footprint. Catalina Crunch products are now available in more than 30,000 retailers across the US.

In her expanded role, Luker will also work to develop the company's retail partnerships and support further growth of the Catalina Crunch brand.

"As Catalina Snacks continues to grow, evolving our leadership structure allows us to sharpen our focus across both our commercial and operational organisations," said Behrens.

"Lauri has been instrumental in building strong customer relationships and driving growth, expanding her focus will allow her to continue advancing our sales strategy and retail partnerships. At the same time, Dan brings a strong combination of operational leadership, supply chain expertise and a people-first approach."

Robin will oversee Catalina Snacks' supply chain organisation, including its project management office, procurement and plant operations.

His responsibilities will include strengthening operational capabilities, improving efficiency and developing the infrastructure required to support the company's expansion.

Robin brings more than 25 years of experience across operations, supply chain and continuous improvement in high-volume food, packaging and manufacturing environments.

Most recently, he served as chief supply chain officer at Monarca Food Solutions, where he led a turnaround across a six-plant manufacturing network, delivering improvements in profitability, quality and safety performance.

Before joining Monarca Food Solutions, Robin held senior operations positions at Hearthside Food Solutions and Peacock Foods. His career has included leading lean transformations and developing safety and quality programmes across manufacturing teams.

Luker said the expanded role would enable the company to deepen its relationships with retailers and broaden the reach of its products.

"We have an incredible opportunity to deepen our retail partnerships, strengthen our sales organisation and find new ways to bring Catalina Crunch to more consumers nationwide," she said.

Robin added that his focus would be on establishing the operational foundations required as the business scales.

"As the brand continues to scale, my focus will be on building the operational foundation and capabilities needed to support that growth, while ensuring we continue to deliver the quality and experience consumers expect from Catalina Crunch," he said.

Founded in 2018, Catalina Snacks produces better-for-you cereal and snack products under the Catalina Crunch brand. Its portfolio includes protein cereal, protein snack mix, chocolate cookie bars, protein granola and snack-size multipacks.

The company said its products are formulated to be lower in sugar while providing nutrients including protein and fibre.