Will Jones takes on the newly formed role of marketing and grocery commercial director at FrieslandCampina UK from March 2019. The appointment has been made as the organisation looks to continue to build on its recent success in the grocery channel.

FrieslandCampina is a £11.5bn company and the fifth biggest dairy organisation in the world. It’s best known in the UK as being home to the nation’s number one flavoured milk drink, YAZOO.

Since joining the organisation as marketing director in April 2015, Will has not only seen YAZOO’s brand value reach a record high £60 million[1], he has helped bring to market one of the most significant pieces of innovation within the dairy drinks category – YAZOO KiDS, a no added sugar or artificial sweeteners product.

There have also been significant wins in the big four over the past 12 months, as YAZOO has extended its range into Tesco Express, and won distribution with Limited Edition YAZOO Choc Mint in Morrison, Tesco and Asda.  The business has no intention of stopping there according to Will:

“Our focus as a team is to continue to drive YAZOO growth by focussing on shopper missions and occasions, and ensuing the right pack is in the right place to drive penetration. There are also a number of opportunities outside of the YAZOO brand, where we can use our dairy and global product innovation expertise to unlock further branded and private label opportunities in grocery and grocery convenience.”

Prior to joining FrieslandCampina, Will was head of ecommerce at TUI Travel Plc. This background in online means he is well placed to drive growth in ecommerce too.

Gavin Blair, Managing Director for FrieslandCampina UK, adds: “Will has proven his marketing and leadership capabilities over the past four years. His experience combined with the insights and capability of our international organisation, are an exciting prospect. We want to ensure consumers can find the products they want, when they want, where they want – and ultimately drive category value. I’m confident this is something that together with our retail partners, we can achieve.”

[1] IRI data, value sales, w/e 02.02.19

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