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Better-for-you sweet snacks brand Rip Van has appointed former Hershey US president Todd Tillemans as its new chief executive officer, as the company surpasses $100 million in retail sales and expands its national retail presence.
Tillemans succeeds Rip Van co-founder and current CEO Rip Pruisken, who will remain actively involved in the business alongside his board responsibilities. Pruisken will continue to support the company’s vision, innovation and fundraising activities.
Co-founder Marco De Leon will continue as chief financial officer and a member of the board.
Tillemans brings extensive consumer packaged goods experience to the role, having held senior positions at Perdue Farms, The Hershey Company, Unilever and General Mills.
His previous brand portfolio has included major names such as Reese’s, Kit Kat, Dove, Axe, Cheerios and Bisquick.
The appointment comes as Rip Van enters a new phase of growth. The company has recently added nearly 1,800 retail locations across Albertsons, Walmart, BJ’s and Wawa, representing its largest retail expansion to date.
“What drew me to Rip Van is the rare combination of a genuinely differentiated product, a rapidly growing consumer following and a massive category ripe for disruption,” said Tillemans.
“I am excited by the opportunity to accelerate this purpose-driven insurgent brand and enhance enterprise value by delivering beloved products, deepening customer partnerships, building leading-edge commercial capabilities and developing world-class talent.”
Pruisken said Tillemans’ “purpose-driven and values-led approach” aligned with Rip Van’s culture and mission, adding that his brand-building and commercial experience would help the company develop into a household name.
De Leon added that Tillemans would bring the operating discipline and experience needed to support portfolio expansion and profitable growth.
Founded by Pruisken and De Leon, Rip Van focuses on sweet snacks designed to combine indulgence with nutritional attributes. Its proprietary formulation uses prebiotic fibre as a starting point rather than sugar, resulting in products with 50–80% less sugar and more fibre than leading conventional alternatives.
The company's portfolio has expanded beyond its signature stroopwafel to include Wafels, Wafers, Crispy Dunes, Crispy Choco and Nutty Crunch. Rip Van products are now available in more than 26,000 retail doors nationwide.
Tillemans will oversee the next stage of the brand’s development, with a focus on innovation, commercial growth and expanding its presence across the US retail market.
