News
Former Wrigley leader appointed sales director by plant-based gum brand
Bradshaw brings with him more than 13 years of experience at Wrigley and has been tasked by Milliways with driving UK and international growth.
Arriving at Wrigley in 2006, Bradshaw worked in sales and category leadership roles before taking a lead in the sales function integration of Wrigley into Mars Wrigley Confectionary.
He also fulfilled commercial roles at Andros and as Sales Director at Dole Packaged Foods Europe, which Milliways believes will allow him to lean on a broad base of experience outside the gum sector.
In his new role, Bradshaw will look to scale and grow both the brand and the category. Milliways plant-based and plastic-free chewing gum was launched in 2021 as a biodegradable challenger brand after CEO Tom Raviv learned that most gum is made from single-use plastic and other artificial ingredients, such as aspartame.
Since then, Milliways has become a leading plant-based chewing gum brand and according to IRI data from January 2024 is the UK’s third largest chewing gum company after Wrigley and Perfetti Van Mel.
In the past year, Milliways has earned retail listings in Tesco, Sainsburys, Ocado, Pret and Costa and has grown its retail footprint to more than 6,500 stores nationwide.
Commenting on his decision to join the firm, Bradshaw said: “I am thrilled to be joining Tom and the Milliways team as we accelerate from scale-up to major player. There is a huge amount of expandability in the market and Milliways is perfectly positioned to give increasingly environmentally conscious consumers a great fresh taste AND plastic-free chew without having to compromise on quality.”
Meanwhile, Milliways CEO Tom Raviv added: “We’re incredibly excited to welcome Andrew to our team. His arrival marks another major leap forward for Milliways, and his knowledge, experience and passion will be instrumental as we build the future of our industry. Throughout our journey Milliways has been shaped by our team and the people around us, and we’re delighted that Andrew will play a leading role in the next stage of our growth.”
In other news, global food and ingredients firm Cargill has expanded its relationship with sustainable protein manufacturer ENOUGH.
