Premier Foods lures rival marketer to head international division

Burton Foods marketing director Jaspal Chada is to leave the company to take up the newly created role of international director for grocery at Premier Foods.

Jaspal Chada
Jaspal Chada

Chada is returning to Premier Foods where he was previously general manager of the spreads, beverages and desserts business. In his new position Chada will be responsible for “identifying and maximising opportunities for Premier Foods in a number of overseas markets.”

He will report directly to Ian York, group sales director at Premier Foods. Chada joins Premier Foods following a six-year period at Burton Foods, where his successes include overseeing the Cadbury biscuit product launches. His earlier career has included senior commercial roles within Cadbury and Arla Foods.

Chada says: “The size and scale of the Premier Foods portfolio lends itself to such strong growth opportunity and I am looking forward to playing a role in driving these. Returning to Premier Foods offers me a hugely exciting opportunity to accelerate the global presence of some of the UK’s favourite brands and generate new long term revenue and profit stream for the business.”

York adds: “Jaspal’s top-flight commercial credentials will be fundamental in helping us to unlock the full potential of our brands on a global scale. We are delighted that he will be part of our growing senior team and know we will benefit from his huge expertise, energy and market knowledge.”

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