Burton's Foods, which manufactures Cadbury's chocolate bar biscuits, as well as Cadbury Digestives and Fingers, has appointed Wrigley's marketer Toby Baker to the role of head of biscuits.
It has also appointed General Mill's former marketing manager Emma Clacher as marketing manager for Cadbury Fingers.
Baker will report directly to Stuart Wilson, chief marketing officer at Burtons.
He will be responsible for the biscuit manufacturer and distributor's £100m chocolate biscuit portfolio, which includes the Cadbury's Chocolate Fingers, Crunchie, and Caramel brands.
Baker will be responsible for driving product development and innovation programmes.
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At Wrigley, he was responsible for repositioning the Extra brand, including a £5m overhaul of the promotional strategy for the range. Baker joined Wrigley as a marketing manager in 2001.
Clacher will report to Baker and will manage the marketing activity for the £33m Cadbury's Chocolate Fingers brand.
At General Mills UK, she held the role of marketing manager and was responsible for the Green Giant brand.
Clacher has previously developed marketing strategies for brands such as Diagio, Smirnoff, Ferrero Rocher and Sainsbury's.
Stuart Wilson, chief marketing officer for Burton's Foods, said: "Our chocolate biscuit portfolio is experiencing significant growth, driven through our continued investment in new products, formats and brand-building programmes."
In addition to manufacturing and distributing the Cadbury biscuit range, Burton's Foods also produces Maryland Cookies, Jammie Dodgers and Wagon Wheels.
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