Crussh appoints Simon Foster as new CEO


Crussh Fit Food & Juice Bars has announced the appointment of Simon Foster as the company’s new CEO to lead the re-start of the brand and navigate its next stage of development.  

Foster has made a career of building successful British brands, including Thorntons, Hovis, and most recently Yorica, the unique ‘all 14 major allergen free’ ice cream alternative which, under Simon’s leadership, tripled in volume with the addition of over 800 listings across Ocado, Waitrose and H&B. 

As CEO of Crussh, Foster will oversee development and growth of the brand.  Simon brings significant experience in driving turnaround and change within branded, wholesale, and wholesale/retail blended businesses, primarily within the food sector. He has specialised in businesses and brands taking a challenger role within categories, and in delivering accelerated turnaround and change programs.

Foster: health and sustainability focus

Jonathan Hart, Crussh chairman, says: “Having previously worked with Simon at Thorntons, I know that he is an excellent choice to lead Crussh through these turbulent and challenging times. The current crisis will make re-starting Crussh a challenge but also present a big opportunity to accelerate our growth in product supply and to develop Crussh as an FMCG brand, sectors where Simon has an excellent track record.”

Foster comments: “I am excited to be joining Crussh, the brand has great value that it can deliver across multiple channels. Now more than ever, people demand the ability to eat more healthily and sustainably on the move and Crussh has been on the leading edge of this since its creation in 1998. I look forward to helping the team continue their progress in optimising its retail execution for the post Covid era, and supplementing this with accelerated execution of a pivot into other channels where the brand has already started making strong headway.”

The news coincides with further store re-openings, with Crussh re-opening its doors in Canary Wharf this week.