Quaker loses UK marketing chief to IDV

Quaker Beverages is losing its commercial director Alistair Bradley, who heads UK marketing for Snapple and Gatorade, to drinks giant IDV.

He will become Americas regional director for the Bailey’s cream liqueur operation, based in Dublin. Bradley replaces Frank Fearne, who is being promoted to an unknown role within IDV.

Bradley has been with Quaker for over three years and previously worked on new business development for Quaker, based in Brussels.

“If Snapple had the distribution muscle of, say, Coca-Cola it would be a bigger brand than Oasis or Fruitopia,” says Bradley.

His departure comes at a difficult time for the company, which is struggling to succeed with the brand. Quaker bought it for $1.7bn (1.08bn) in December 1994 but last year Snapple recorded an operating loss of $85m (54m) and sales fell by more than eight per cent to $610m (388m).

Last week Quaker Beverages division president Don Uzzi was forced out and replaced by a team of three executives.

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