France departed his role as customer development director for the grocery channel at Mars Wrigley UK in April 2023, brining to an end his 23-year stint with the FMCG giant.
Having taken up his role with Calbee on 8 January 2025, he is now responsible for leading the firm’s sales team and supporting with company-wide strategic planning.
“Working in a business that owns and develops brands I grew up with has always been a passion,” France commented.
“Seabrook crisps in particular were a regular purchase from my childhood in Yorkshire.”
Looking ahead, France said the recent investments announced by Calbee made him particularly excited about the group’s future.
This includes a £12m investment in its Bradford facility, which should yield a production increase of 70%.
“The amazing portfolio of global products that we have opens up great partnership potential with customers, as consumers seek out both innovative new flavours and formats, as well as healthier snack options,” he added.
“Joining Calbee, I can see huge opportunities for category growth, not just on the core Seabrook brand, which will always be at the heart of the business, but also the wider portfolio. The added value in unique, high-quality products, and the UK’s interest in global cuisines, particularly Japanese flavours, creates space for product and flavour innovation that makes this an incredibly exciting time for the business.”
France ‘exactly what Calbee needs’
Calbee managing director Jon Wood, who was promoted to the role in November of last year, said that someone with France’s experience was exactly what the business needed.
“Having worked with Martin at Mars, I know he possesses the skills, character and drive to help us on our growth journey in the UK and I am delighted he has agreed to join the Calbee family,” Wood continued.
“With ambitious plans, we know that Martin will be instrumental in continuing to build the Seabrook and Harvest Snaps brands and leverage the innovative product technologies and market-leading brands available to us through the wider Calbee group.
“Martin’s recruitment is another great example of how we are continuing to strengthen our UK team at all levels, helping us deliver on our aim to become a first class FMCG supplier to all our customers.”
According to data from Kantar, Calbee Group is the fifth largest branded crisps and snacks manufacturer in the UK.
The firm owns brands including Seabrook Crisps, Loaded and Harvest Snaps, while it also manufactures Peppa Pig licensed snacking products.
