Crussh, the healthy eating brand and juice bar, has appointed Simon Foster as CEO to lead its re-start and navigate the next stage of development.

Foster, formerly of Burger King, Brakes and Thorntons, was most recently group managing director of Yorica, a free from allergen free ice cream alternative.

Crussh said Foster brings significant experience in driving turnaround and change within branded, wholesale, and wholesale/retail blended businesses.

His specialism is taking a challenger role within categories, and delivering accelerated turnaround and change programs.

Foster was sales and marketing director at Thorntons, interim marketing director at Brakes, marketing director UK at Maple Leaf Foods, and head of marketing for Burger King Europe.

Jonathan Hart, Crussh chairman said: “Having previously worked with Simon at Thorntons, I know that he is an excellent choice to lead Crussh through these turbulent and challenging times. The current crisis will make re-starting Crussh a challenge but also present a big opportunity to accelerate our growth in product supply and to develop Crussh as an FMCG brand, sectors where Simon has an excellent track record.”

Simon Foster said: “I am excited to be joining Crussh, the brand has great value that it can deliver across multiple channels. Now more than ever, people demand the ability to eat more healthily and sustainably on the move and Crussh has been on the leading edge of this since its creation in 1998. I look forward to helping the team continue their progress in optimising its retail execution for the post Covid era, and supplementing this with accelerated execution of a pivot into other channels where the brand has already started making strong headway.”

The news coincides with further store re-openings, with Crussh re-opening its doors in Canary Wharf next week.