Wilks quit Dairy Crest after seven years at the end of March and started his role at Hovis yesterday (Monday 18).
Wilks has extensive experience in a business that is very similar to Hovis, the firm’s executive chairman, Nish Kankiwala, claimed.
“He has strong relationships with our key customers and his innovation experience is a perfect fit for the ambitions we have to develop our business and grow the category,” he claimed.
“He understands the challenging trading environment and has a proven track record for success in achieving growth by improving operational and organisational capabilities.”
Kankiwala also praised Wilks for effectively building brands and categories through innovation-driven strategies throughout his career.
Prior to joining Dairy Crest, Wilks held a number of senior roles at Mars and several roles at United Biscuits and Cadbury Schweppes.
Wilks said he was looking forward to working at such an iconic brand.
“I am joining the company at a time when Hovis has recently seen the strongest growth performance out of the three major bread brands in the UK and it is also currently perceived as the healthiest brand in the market,” he claimed.