He will report to Gharry Eccles, the previous Wrigley marketing chief recently promoted to managing director (Marketing, May 8).
Bray joins the world's biggest gum-maker as it branches out from gum products and develops a wider confectionery portfolio.
Eccles' tenure was characterised by a prolific new product development programme. The firm has about 98% of the UK gum market.
The past two years has seen the launch of X-Cite, a mint and gum hybrid; and Extra Thin Ice, translucent strips of mint candy that dissolve on the tongue to freshen breath instantly.
Bray joins Wrigley from AAH Pharmaceuticals where he was marketing director.
Before that he was at Muller for a seven-year stint, during which time it became the UK's second-biggest food brand behind Walkers Snacks. He has also held posts at KP Foods and SmithKline Beecham.
Under Eccles' direction, the company has become riskier in its marketing as it builds credibility among a younger audience. Its 'Dog Breath' television ad for X-Cite featured a man regurgitating a dog. It attracted more than 600 complaints to the Independent Television Commission .
The global confectionery market is consolidating and dental heavyweight Colgate has recently waded into the dental gum market with Nestle (Marketing, June 19).
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