Newiss will take responsibility for the company’s commercial sales activities including customer management, retailer brand, international, category management and sales and operations planning.
Newiss says he is “immensely excited by the opportunities this role offers”.
Newiss moves from Kraft, the new owner of Cadbury, where he was vice president of European sales. Kraft is in the midst of a senior level reshuffle following its hostile Cadbury takeover earlier this year.
Burton’s Foods manufactures and distributes market-leading brands including the Cadbury biscuit range, for which is has a licence.
Newiss arrives on the day the company announces a £4m investment that will see three Cabury brands launched into biscuits. Cadbury Caramel, Cadbury Crunchie and Cadbury Turkish biscuits will combine “the credibility of Cadbury brands with the heritage of Burton’s”.
The launch will be supported by a £2.5m advertising campaign from 10 May, including outdoor and print, as well as promotional activity with leading retailers and a consumer and trade PR campaign.