After a distinguished 23-year career with Mars Wrigley UK, France departed his position as customer development director for the grocery channel in April 2023. This marked the end of a significant era with the FMCG giant.
On January 8, 2025, France officially joined Calbee, where he now leads the firm’s sales team and plays a crucial role in the company’s strategic planning initiatives.
“Working in a business that owns and develops brands I grew up with has always been a passion,” France stated.
“Seabrook crisps in particular were a regular purchase from my childhood in Yorkshire.”
Looking forward, France expresses enthusiasm regarding Calbee’s recent investments, which pave the way for a promising future for the company.
This includes a £12m investment in its Bradford facility, expected to generate a 70% increase in production capacity.
“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 elaborated.
“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’s managing director, Jon Wood, who was promoted to his role in November of the previous year, emphasized that France’s extensive experience is precisely what the company requires.
“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 remarked.
“With ambitious plans, we trust that Martin will be instrumental in continuing to build the Seabrook and Harvest Snaps brands while leveraging the innovative product technologies available to us through the wider Calbee group.”
“Martin’s recruitment exemplifies our commitment to strengthening our UK team at all levels, enabling us to fulfill our aim of becoming a first-class FMCG supplier to all our customers.”
According to Kantar data, Calbee Group stands as the fifth largest branded crisps and snacks manufacturer in the UK.
The company owns notable brands including Seabrook Crisps, Loaded, and Harvest Snaps, in addition to manufacturing Peppa Pig licensed snacking products.
