Organic water kefir and functional drinks brand Purearth has appointed Paul Gurnell as General Manager with immediate effect.

Gurnell brings almost 20 years of FMCG industry experience, having previously worked at large corporations such as GlaxoSmithKline & Unilever where he held a variety of senior category and sales roles. He then moved to Kantar Retail where he worked as Director of Consulting until 2014 and since then has also held senior sales and marketing roles at both Amazon and airline caterer AlphaLSG.

Most recently Gurnell worked as CEO of Savse, a cold-pressed smoothies brand, where he built and led a high performing team achieving rapid growth across grocery, convenience and foodservice channels and reaching sales in excess of £10 million.

Commenting on his appointment, Gurnell said: “I am thrilled to be joining Purearth and am looking forward to leading this exciting business as it embarks on the next stage of its journey. The brand is fantastically well placed to unlock the huge potential that the functional drinks market holds, with a product range that is not only scientifically proven in providing health benefits, but that also tastes great.”

Angelina Riccio and Tenna Anette, co-founders of Purearth said: We are delighted to welcome Paul to the Purearth family. This is a brilliant appointment for the company as Paul brings a wealth of industry experience to the team which will be invaluable as we enter an exciting next phase of growth.”

The Purearth range is currently stocked at leading retailers including: Ocado, Planet Organic, Whole Foods, WH Smith, Selfridges and independents across the UK, as well as direct from

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