pladis, the leading global snacking company behind iconic brands including McVitie’s, GODIVA, Jacob’s, Carr’s and Ülker, has today announced the appointment of Kurt Frenier as Vice President of Brand Innovation Platforms.

In this newly created role, Frenier will oversee the development and activation of pladis’ global innovation platforms, integrating the company’s leading research & development, insights, brand, and supply chain capabilities.

Frenier brings over two decades of experience at leading consumer companies, where he has successfully spearheaded major brand relaunches and marketing strategies, most recently leading the reformulation of core product ranges globally at PepsiCo.

He joined pladis on 1 July, reporting to Chief Growth Officer Fulya Fraser, and is based at the company’s global headquarters in London.

Fulya Fraser, Chief Growth Officer, pladis said: “Kurt’s deep understanding of market trends and consumer behaviours will be invaluable in driving innovation that not only meets current needs but also anticipate future demands. His track record of leading initiatives that consistently achieve growth, enhance brand equity, and improve financial performance, coupled with his ability to collaborate with cross-functional teams, makes him the ideal fit for pladis. I’m thrilled to have Kurt join our team and to work with him to develop innovative new snacking experiences.”

Kurt Frenier, Vice President of Brand Innovation Platforms, pladis said: “I’m delighted to join pladis and work alongside its talented teams to help drive the company’s innovation and growth strategies. I look forward to bringing my passion for innovation and creativity to help ensure our much-loved brands continue to evolve and bring new happiness to consumers. We’ve got big plans and more exciting developments on the way. I can’t wait to get started.”