RTD meal brand appoints UK & Ireland Country Manager

German start-up yfood – a company which 'aims to reform unhealthy eating habits through nutritionally complete ready-to-drink meals' – has appointed a new UK & Ireland Country Manager: Paul Sloane.

The brand, which launched in 2017, counts itself as one of the fastest-growing food startups in Europe, with over 95 million meals sold, via its ready-to-drink products, powders and snack bars.

The appointment of a new UK & Ireland Country Manager with extensive retail experience is a move to grow aggressively within the UK market, says the company.

Paul Sloane joins yfood from vegan chocolate brand and German start up Nucao, bringing over 20 years of food and drink retail experience. At Nucao, Sloane worked closely alongside founders and investors to successfully reset and reposition the brand in Germany as an indulgent, fun and end-to-end sustainable chocolate business.

A commercial and retail expert, Sloane also has a wealth of blue chip leadership team experience having led business unit teams across sales, category and revenue strategy at Mondelez International and GSK Consumer Health, adding to his career experience at Premier Foods and Unilever.

As UK & Ireland Country Manager, Sloane will set direction and lead the sales, marketing and operational strategy to grow the yfood business across all channels.

Each yfood product offers essential nutrients key: with at least 25 vitamins and minerals.

The business was created by founders Benjamin Kremer and Noel Bollmann, in a bid to provide consumers with a healthy solution to not having the time or availability to prepare a balanced meal.

In the UK, yfood’s portfolio of products are currently available to purchase in-store and online at selected Holland & Barrett as well as Co-Op and Nisa stores. yfood provides multiple solutions, for dairy and vegan shoppers, with both options provided as lactose free, gluten free and no added sugars.