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Britvic Names New Managing Director Of Brazilian Unit

British soft drinks maker Britvic has named Pedro Magalhães as the new managing director of its Brazilian arm.

He will join the executive team and report to CEO Simon Litherland, the company added.

Magalhães joined Britvic in 2009 and was responsible for leading the transaction team when Britvic acquired Ebba in 2015.

A Key Member

Since then, he has been a key member of the Brazilian executive team and most recently held the role of finance director.

He has previously served in the supply chain division and has been acting as a strategic and commercial business partner in preparation for his transition into the new role.

Magalhães’ appointment follows the retirement of João Caetano de Mello Neto.

Under de Mello Neto's leadership, Britvic Brazil has grown steadily, with a record performance last year, across both concentrates and ready-to-drink juices, to become the number one supplier in this category.

Portfolio Expansion

The team in Brazil has expanded its portfolio to include a number of Britvic brands, including Fruit Shoot, London Essence Co, and most recently, the Mathieu Teisseire premium range of syrups.

It has also launched new products in the coconut and ice tea categories with the addition of ready-to-drink Puro Coco and Natural Tea.

In March of this year, Britvic launched its branded tonic water into the convenience channel for the first time. The mixer is now available exclusively to wholesale in an 850ml bottle in classic and low-calorie variants.

The move will help retailers capitalise on the rising demand for 'at-home' mixing products, which saw a 58% growth due to the pandemic, the company said, citing a recent IRI report. [Pic: ©Piotr Swat/123RF.COM]

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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