Boost Drinks has appointed Steve Armstrong in the new role of sales channel controller for convenience to maintain its growth in the channel.

Armstrong joins Boost from food manufacturer 2 Sisters Food Group, where he had worked as commercial controller since September 2020.

He also has controller and account manager experience at AG Barr, Mondelez and Mars.

Commenting on Armstrong’s appointment, Colin Falconer, Boost Drinks sales director, said: “Steve’s convenience experience will prove invaluable to Boost Drinks and our customers. Convenience is a strategically important channel for Boost Drinks.

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“As such we have created this new role and brought in a highly skilled controller to provide the leadership to support our wholesale retail clubs and delivered convenience partners.”

Boost has also appointed Anjna Mistry as brand controller. She will be responsible for leading the consumer marketing team.

Armstrong and Mistry’s appointments come in the wake of the hiring of Jon Francis as wholesale controller last month.

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