Ufit founder Austin Bailey makes way for new MD Tony Holmes

Leading high protein ready-to-drink brand Ufit has announced the next stage in its evolution as it appointed Tony Holmes as its new managing director, replacing founder Austin Bailey.

Holmes brings a breadth of senior commercial and directorial experience to the company, having previously been chief operating officer of Glebe Farm Foods Ltd, the UK’s leading producer of gluten-free, 100% pure British oats. Other notable positions include managing director of VBites Food Ltd and sales director of Bestway Wholesale Ltd, greatly improving market share and commercial viability during his tenure.

Austin Bailey, founder and managing director of Ufit, began the category-leading brand alongside co-founder and marketing director, Terry Adams, and Huw Miller, former sales director and co-founder, in 2014. It is now a multi-million revenue business, having joined the Weetabix Food Company in 2022.

The news follows the recent announcement of Adams welcoming Angie Turner to the company as head of marketing, in a similar role transition.

Austin Bailey

“Tony is the perfect choice to lead the next chapter in Ufit’s progression as managing director,” Bailey, founder and managing director of Lacka Foods, said.

“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.”