Swiss chocolate and cocoa producer Barry Callebaut has announced that it has appointed Hans P. Vriens to the newly created position of chief innovation officer and member of the management team, effective 1 December 2005.

Since 2001, Vriens has been the owner of VF&Co, a Dutch holding company which invests in and develops new consumer brands for itself and for third-party customers. Activities include the consulting of large multinational companies in the development of functional foods, a partnership selling an energy drink in a new packaging concept, as well as the production and distribution of a functional dairy product.

Prior to this, Vriens served as a sales and marketing executive at EM-TV & Merchandising in Munich, Germany. From 1994-1999 he held various positions with Red Bull, include managing director for Red Bull North America in Los Angeles, USA. From 1989-1994 Vriens worked as brand manager for Procter & Gamble in Austria and in Germany. He started his career in brand management and marketing with Mars/Effems in Spain and in the Netherlands.