Richard Coggon, who previously served as UK commercial director, was promoted to the role of UK managing director earlier this month, while Phil Eden has joined as group chief financial officer.
Coggon has assumed responsibility for all Vegan Food Group brands and operations in the UK, which include VFC, Meatless Farm and Clive’s Purely Plants, alongside own label contracts. Prior to joining VFG, Richard Coggon spent more than 10 years with Morrisons before working in senior sales roles with the beverage and confectionery categories.
Commenting on his new role, Coggon said: “I am both excited and honoured to be leading the UK division of VFG. There are numerous exciting opportunities ahead, and we will be placing a greater emphasis on these prospects.
“Our focus will be on aligning the entire team, ensuring that we work cohesively towards achieving our shared goals, for our business, customers and ultimately consumers.”
Eden has replaced the outgoing Daniel Hardesty, arriving this month from Grupo Bimbo. With widespread experience in the FMCG industry, Eden has been tasked with driving group level integration across VFG’s operations in the UK and Germany.
“I am thrilled to join The Vegan Food Group at this time,” Eden said.
”I believe the business is well placed to make an impact within the market, and to provide Consumers with a range of fantastic vegan options.”
Group CEO Dave Sparrow welcomed both appointment and expressed his positivity about the firm’s trajectory despite challenges across the plant-based category.
Meatless Farm success
In other Vegan Food Group news, Nielsen data has revealed that its Meatless Farm ‘Beef Style Mince’ was the highest selling 100% plant-based mince product in the UK during 2024.
The brand delivered value growth of nearly 70% last year, in addition to unit growth of more than 71.5%. Available in Asda, Sainsburys and Tesco, the mince is price marked at £3.30 per pack.
Commenting on the brand’s success, Lydia Brook said: “Holding our position as the UK’s number one plant-based mince throughout 2024 – and outperforming the category by 30.6% – is something we are very proud of.
“It reflects demand we are seeing for good quality products at an everyday affordable price and commends the hard work of our development team in creating the perfect taste and texture to keep shoppers buying again and again.”
