General manager appointed

John Coe has been appointed general manager of The Premium Snack Company, which has recently launched two new freeze dried snack ranges in the UK – Nothing But and Fru Snax.

Mr Coe will be spearheading the drive to establish the two new ranges in the UK, and a key element of this will be to make both the trade and consumers aware of the benefits of freeze dried snacks.

He says: “I’m looking forward to helping to develop a new category in the UK snacking sector for healthy, freeze dried snacks. We have started this process with the launch of two innovative and exciting ranges in Nothing But and Fru Snax, and there will be opportunities to develop further new products.

“However we do need to educate both the trade and consumers to make them aware of what the freeze dried process is and the benefits it offers.

Freeze dried products have a shelf life of up to a year and retain almost all the key nutrients and characteristics of the original fruit or vegetable.”

“There is definitely a growing demand for healthier snacks that you can ‘eat on the go’.  Nothing But and Fru Snax provide a convenient and healthier alternative to traditional snacks, and more importantly we know consumers really love the taste and the crunchy texture,” he adds.

Mr Coe brings to The Premium Snack Company over 20 years’ retailing, sales and marketing experience with major companies such as Bass, InBev and Cadbury.