Bahlsen, the family-run biscuit maker in Germany, has announced former Cadbury marketing director Phil Rumbol will join the firm as chief executive, the first time an external CEO has been appointed. 

Rumbol will take the helm of the Hanover-based business on 7 April, according to a statement.

The company also announced that Werner Bahlsen is standing down from the role of primary active shareholder, with his daughter, Verena Bahlsen, succeeding him. 

Bahlsen said: “Appointing the first non-family CEO is an important moment for our company. We specifically searched for someone who shares our family vision and core values. Phil has a strong track record of business transformation and Verena and I believe he is the right person to lead our company into a new chapter.”

Over a 30-year career, Rumbol has held positions at Mondelez-owned Cadbury, beverages businesses AB InBev and Heineken, and Kraft. He is currently an executive partner at advertising and communications firm MullenLowe Group UK. In 2010, following four years as marketing director at Cadbury, Rumbol co-founded 101, a creative agency which was acquired by MullenLowe in 2017.