United Biscuits has appointed St Ivel’s head of strategic planning,
Neil Robinson, as marketing controller of KP Foods crisps division,
following the departure of Andrew Christophers.
Robinson will take on an advertising budget of around pounds 7m for a
range of crisps brands including Hula Hoops, Skips, McCoys, Brannigans,
Discos, Roysters and Mini Cheddars.
Christophers, who was previously head of new product development for
Guinness and KP before becoming marketing controller, is to become
director of marketing consultancy Brand Genetics.
His departure comes as the marketing operation prepares to move from its
Twickenham base to its factory site in Teeside.
The changes follow a troubled period for KP Foods, which saw its share
in the crisps market fall dramatically in the face of strong opposition
from Pepsico brands such as Walkers.
Robinson will report to head of the KP crisp unit Hugh McPherson, who
moved from the KP Nut operation earlier this year following the
departure of Doug Clydesdale to a business development role within
Former McVitie’s marketing director Andy Rush is now head of the KP Nuts