High street coffee chain Costa Coffee has appointed a new managing director for the UK and Ireland in Jason Cotta.

Jason Cotta has been with Costa since October 2010 – his previous roles with the company were operations director UK and managing director for Costa retail. The appointment takes place with immediate effect.

Before joining the Whitbread-owned company, he worked for Travelodge, Care UK and TGI Fridays.

Christopher Rogers, chief executive of Costa, said: “Jason will be looking to capitalise on UK opportunities for growth, building the brand and delivering for our customers.

“Jason has delivered outstanding results in his previous roles at Costa and brings with him a wealth of relevant experience to support the UK business at this important stage in its development.”

This week, Costa announced it would reduce the added sugar content in its beverage range by 25% by 2020.