Golden Wonder has appointed its first marketing director – hot snacks director Tony Hillyer.
Hillyer joined Golden Wonder last year from Bass, where he was new product development director (MW June 26) and had been responsible for the relaunch of Tango. His brief at the food firm was to take responsibility for the commercial development of Pot Noodles. A similar role on the bagged snacks side remained unfilled.
Hillyer’s new role encompasses Golden Wonder’s entire Ãº250m bagged and hot snacks portfolio, as well as new product development.
“We previously split the bagged snacks and hot snacks business but that’s not how the market operates. We have to satisfy the consumer’s view of the market as a whole,” says Hillyer.
Golden Wonder claims marketing support for Golden Wonder brands will rise to Ãº30m this year, an increase of 20 per cent on 1994. The company has said it is putting its main thrust behind four “power brands”: Golden Wonder Crisps, Wotsits, Nik-Naks and Pot Noodles.