Rob Lockley appointed UK sales director at Perfetti Van Melle

Confectionery manufacturer Perfetti Van Melle has appointed a new UK Sales Director. Rob Lockley joins the company from a storied career with other grocery giants.

Lockley enters the ranks at a time of unprecedented growth for the confectioner. All four of its brands – Chupa Chups, Fruit-tella, Mentos and Smint – are in growth YoY, meaning Perfetti Van Melle is outgrowing the category and growing in both value and volume. That stellar performance has enabled them to become the world’s second largest confectionery company, set to deliver over the £150m sales milestone within the next couple of years.

Rob started his sales career at Kellogg’s as a Territory Manager before moving to Coca-Cola Europacific Partners, working his way up the ladder to National Account Manager over the course of thirteen years with the business. Then followed time with Mars UK, including the management of his team through the transition into Mars Wrigley. After six years with the business overall, Rob moved to take on the role of Grocery Sales Director at Muller, before being headhunted to helm the sales team at Fulfil Nutrition, where he helped deliver the commercial success that led to the brand’s acquisition by The Ferrero Group. He joined the Perfetti Van Melle team at the end of 2023.

Speaking of his appointment, Rob Lockley said: “I’ve been in commercial roles in FMCG for nearly 30 years. In that time, I have worked at both blue chip corporate companies and start-ups. One of the things that drew me to Perfetti Van Melle is that it combines the very best aspects of both. The business has the brand arsenal and credibility of a blue chip and the dynamism and drive of a challenger outfit.

“Perfetti Van Melle has only had presence in the UK market since 2006. It is going toe to toe with brands that have been operational here for the best part of 100 years – and it is coming out on top. The business and the brands are truly going from strength to strength, growing ahead of category in mints, gums, sugar and sugar-free confectionery.

“Over the course of my career I’ve come to realise that I need the magnetic pull of people, culture or brand from my workplace – Perfetti Van Melle delivers all three. There is immense support offered by the Perfetti family, and that resonates throughout the business at every level. Everyone has a stake in each other’s success and is harmonised around a shared purpose, which is a philosophy I find very inspiring.”

“We are delighted to welcome Rob into the Perfetti Van Melle family," said UK MD Jonny Briscoe. "He brings with him a wealth of industry knowledge and experience across all channels. My first meeting with Rob was actually on the shop floor of a supermarket, and it was great to see his enthusiasm of both the category and in store execution from moment one. It was clear to me from the very beginning that he is the right person to lead our sales organisation as we continue onto our next chapter of growth.

“He is equally passionate about how we show up for both our retail customers and our shoppers and is a natural champion of the cross-channel excellence, quality and innovation that Perfetti Van Melle stands for. I know that Rob will be instrumental in delivering even more of the continued and consistent growth that we have seen over the last twelve months – here’s to the next milestone!”