Food company yfood enters UK market with senior appointment

Fast-growing German food company yfood has appointed a new UK & Ireland Country Manager with extensive retail experience in a move that indicates intention to grow aggressively within the UK market.

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 business across all channels.

The appointment comes following huge success for yfood in European markets. The brand, which launched in 2017, is 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. yfood is listed at more than 30,000 POS in eight countries – including  convenience stores and petrol stations.

“I’m really excited to join the yfood team and have admired the brand from my time working in Germany over the last 18 months,” said Sloane. “yfood meets a key consumer need to have a healthy, nutritious meal to hand when time is against you. It has captivated the German shopper and consumer and I am both honoured and excited to have the opportunity to bring this much needed solution to the UK population.

“The brand has already had some great success in European markets and I’m looking forward to exploding the Smart Food Category here in the UK.”

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