Snack maker Kettle Foods has announced the appointment of Tim Fallon as president North America and general manager and the launch of a new “better for you” line of all-natural snack products.

Fallon most recently was CEO of Vermont Pure Holdings, a publicly traded natural spring water company. With an extensive background in manufacturing, distribution and finance, as well as experience in sales and marketing, Fallon will help fuel the company’s expansion efforts and deepen distribution of Kettle brand potato chips, the company said.

Fallon fills the role vacated by Marc Cramer, an eight-year veteran at the company, when he was promoted earlier this year to global chief financial officer for Kettle Foods. Cramer now leads global financial operations for the company, which has manufacturing sites in Salem and Norwich, United Kingdom, where the Kettle brand is the leading premium chip.

Fallon will play a key role in the company’s marketing efforts, beginning with the launch of Kettle brand Bakes potato chips on store shelves in late December. The new line of “Better For You” snacks will be available nationally in natural food stores and supermarkets such as Whole Foods, Wild Oats, Albertsons, and Safeway. Kettle brand Bakes are notable for setting a new standard for the “better for you” snack category by answering consumer demand for snacks that meet the “holy grail” criteria of health, great taste, and convenience.

“Kettle Foods is moving as fast as we can to meet consumer demand for our products, while developing new products that live up to our reputation for great flavour,” said Paul Davis, who joined the company last year as global CEO after serving as president North America of Barilla America, Inc. “Tim brings the strategic sales experience needed to amplify our direct distribution efforts. He’s a proven leader who connects with the heart of Kettle Foods: a respectful team of individuals dedicated to producing the best-tasting, all-natural snack products in the industry.”

“Kettle Foods has experienced tremendous growth as consumer demand for healthy, all-natural snack foods continues to increase,” said Fallon. “My challenge going forward is to harness the momentum of the Kettle brand and the loyal fans of Kettle brand potato chips to make our products even more accessible in all fifty states.”