Pladis has appointed Sam Mitchell as McVitie’s and cake general manager.

Mitchell will lead the McVitie’s biscuits and cake operation and will sit on the Pladis UK and Ireland leadership team, reporting to managing director Nick Bunker.

Pladis described Mitchell as having a wealth of experience in FMCG in commercial sales and marketing, across multiple channels, countries and categories.

He most recently led marketing at SHS Drinks and was previously a category director at Mondelez International, where he was responsible for the Northern & Central European biscuits business.

“I’m excited to be joining Pladis, particularly as we approach the new year and new opportunities,” said Mitchell.

“McVitie’s has been an iconic household name for centuries and through Pladis’ entrepreneurial spirit, commitment to innovation and speed-to-market, I look forward to leading the brand and working with the team to ensure it remains that way for generations to come."

Bunker said: “Sam brings with him a positive ’can do’ attitude and a real desire to deliver growth across both his brands and his team. We’re delighted to have him on board to spearhead our hero brand McVitie’s further through his solid expertise.”