Crisp bread brand Ryvita has appointed former Johnson & Johnson executive Nigel Nelms as marketing director.

Nelms joins the Ryvita marketing team this month having previously been marketing director at Johnson & Johnson. 

Prior to this, Nelms spent four years running private-label health and beauty company, Hexel and successfully set up and sold fashion footwear business Maybury Manufacturing.

Nelms said: "2007 has been a challenging year and 2008 will see the brand accelerate innovation and increase investment. At a time when other brands are misleading consumers about what is good for them, Ryvita has the ethics and the believable reputation to truthfully represent healthy eating."

Associated British Foods, the owner of Ryvita, is hoping moves into sweet snacking will drive growth from the brand amid growing competition in the crispbread category.