Bakery brand Mrs Crimble’s has appointed Symon Aylen as its new sales director.

The former business unit manager for Fabulous Bakin’ Boys, who has also worked for Bestfoods and Golden Wonder, joins the company as part of its ongoing growth strategy.

Aylen told British Baker that, in his new role, his 2012 strategy would be to, “increase the penetration of the Mrs Crimble’s brand by distribution, promotion, and brand activation techniques”.

Jeremy Woods, managing director of Mrs Crimble’s, said: “Despite the economic conditions, 2011 has been a particularly strong year for us and, on top of that, we have just finished giving Mrs Crimble’s a total makeover. That has also been a big success.

“To manage our growth, and ensure it continues, we have appointed Symon Aylen as our new sales director and asked Gareth Toms to focus on helping us break into new export markets and grow existing ones. We have also taken on a number of graduates, who have been coming up with new ideas to help Mrs Crimble’s stay fresh, inspiring and ahead of the curve.”