High protein drink brand UFIT has appointed Tony Holmes as its new Managing Director, replacing co-founder Austin Bailey.
Holmes brings considerable senior commercial and directorial experience to the company, having previously been COO of Glebe Farm Foods. Other notable positions include Managing Director of VBites Food and Sales Director of Bestway Wholesale.
Bailey launched the brand alongside Terry Adams and Huw Miller in 2014. It is now a multi-million revenue business, having joined the Weetabix Food Company in 2022.
The news follows the recent announcement that Adams was being replaced by Angie Turner as Head of Marketing in a similar role transition.
Bailey said: “Tony is the perfect choice to lead the next chapter in UFIT’s progression as Managing Director.
“Having driven the success of both independent challengers and established sector leaders alike, his knowledge and experience is invaluable to the company’s continued growth. I look forward to seeing what’s next to come and wish the entire UFIT Team the very best for the future; they have some very exciting plans which I will be looking out for!”
Sally Abbott, Managing Director of Weetabix, UK and Ireland, added: “Since taking UFIT under the Weetabix family’s wing, we have been delighted to see it has continued to grow from strength to strength within the market as the UK’s leading high-protein drink brand.
“We thank both Austin and Terry for their hard work and dedication. Now, with a fresh team of experienced and senior leadership at the helm, we’re excited to see what’s in store for the future of the brand – and our best wishes to both in their future endeavours.”
