UK crisp maker Seabrook Crisps has secured listings in Dubai with regional retailer Lulu Hypermarket.
Seabrook Crisps has been looking to build an overseas business since it was acquired in a management buy-out last summer, backed by UK private-equity firm LDC.
Kevin Butterworth, who recently moved from the role of marketing director at Seabrook Crisps to a new position of marketing and international sales director, said: “As the brand’s first export agreement, this is a promising venture as we recognise the huge potential there is to expand trade in Dubai and the rest of the Gulf. As well as this region, we have identified a number of other international markets that provide opportunities to enter and I will be actively targeting each as part of my new role in the business.”
Seabrook Crisps has also appointed former Fox Biscuits and Nichols executive Neil Gibson as marketing manager to lead the company’s bid to expand its business in the UK.
Jonathan Bye, Seabrook Crisps’ chief executive, said: “These two new appointments are part of a wider strategy to drive the business forward and Neil is a valued addition to the team. We are delighted that Kevin’s efforts in his new role has enabled the brand to break into export trade at such an early stage in the process to target international markets.”