Samworth Brothers has appointed Mark Simester as managing director of malt loaf brand Soreen.

Simester is due to take up the role on 8 August, following four years as marketing director at Warburtons, where, among other work, he was involved in the company’s The Muppets crumpet ad campaign.

Prior to Warburtons, Simester spent 18 years at Nestlé Confectionery, latterly as head of the chocolate business unit.

Samworth Brothers group executive director Richard Marris said: “We are delighted to be welcoming Mark to the business with his outstanding consumer brand track record. In particular, his experience of taking already established, iconic consumer brands and achieving further successes is particularly relevant to Soreen. The brand has gone from strength to strength in recent years, but it still has much more potential.”

Phil Marshall, who took on responsibilities as interim managing director for nine months, following the departure of Paul Tripp last year, will continue in his role as operations director, as well as taking on other projects for Samworth Brothers.

The malt loaf firm recently expanded its range with the launch of Soreen Loaf Bars.