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Ecotone UK has promoted its chief marketing officer, Bryan Martins, to the role of chief executive.

Martins replaces Emma Vass, who has served as CEO of Ecotone UK for the past seven years. The leadership transition follows Vass' decision to leave the business for a new role at Gu Desserts.

He first joined the company in 2018 as UK marketing director, overseeing strategy and leading the UK brand and category teams. In 2022, Martins then became chief marketing officer for Ecotone group, where he focused on driving growth in core categories and innovation across the European portfolio, including brands like Clipper Teas and Bjorg.

According to the company, the UK, as the second largest market for Ecotone, has set an ambitious plan to achieve double-digit growth over the next five years.

Martins commented: “I’m excited for this new opportunity within the group and completely energised for this mission ahead of us to accelerate our growth and impact on the food industry. Ecotone UK are brilliantly positioned for future growth and we will continue to lead the charge to inspire people towards sustainable, healthy food through our fantastic brands.

“2025 is already shaping up to be an exciting year for all our brands – particularly Clipper Teas which is already the fastest-growing everyday tea brand, and Kallø which is at the forefront of innovation across multiple categories including snacks, stocks and cereals.”

Christophe Barnouin, Ecotone CEO, added: “We are excited to welcome Bryan to the role of UK CEO for Ecotone. His tenacity, commercial insight and creativity make him the ideal candidate to drive the UK business forward.”