Wholebake, owner of snack brand 9bar, has appointed Matt Hollier as sales director.
He will be recruiting a new sales team to work alongside him, with the aim of continuing to grow the brand in the UK and internationally, the company said.
Hollier joins the snack company from Monster Energy, where he spent three years as its European vice-president.
Mark Gould, chief executive of the company, said: “We are delighted to have attracted someone of Matt’s experience and calibre to our company. This is a key appointment for us and will support our ambitious growth plans."
Wholebake was recently acquired by Bridges Ventures.
The company said it had identified Wholebake as an investment to deliver returns, create jobs and grow the healthy snack sector.
The investment was led by Oliver Wyncoll, Bridges Ventures partner, who has previously invested in brands like Dorset Cereals and Tyrrells Crisps.