Hippeas, the US snacks brand, has promoted executive Joe Serventi to the role of CEO, with the company eyeing becoming a “US$100m brand” in the next three years.
Serventi joined Hippeas last year as general manager after almost three years at BarkThins, the US snack brand sold to Hershey in 2016.
He replaces Livio Bisterzo, who launched Hippeas in 2016 and who will become chairman of the business.
Bisterzo said: “Joe has proven he can lead the Hippeas brand and his promotion to global CEO is a natural progression. I am very excited to see him help Hippeas and the entire team reach its full potential in the snack food category. I have the ultimate confidence that Hippeas can be a $100m brand in the next three years.”
Serventi joined BarkThins in March 2014 after five years at another US snacks business Pirate Brands, which was sold to US manufacturer B&G Foods in 2013.
Before Pirate Brands, Serventi worked for nine years at US bottled water brand Glaceau, which The Coca-Cola Co. acquired in 2007.
“I have seen this company go from a disruptive start-up to a fierce and fast-growing force within the industry. Hippeas has the potential to become a household name,” Serventi said.
Hippeas’ US listings include Wegmans, Whole Foods Market and Safeway. It is also on sale in the UK and has secured listings at major supermarket chains including Asda.
