Rip Van Names Former Hershey U.S. President Todd Tillemans CEO
Better-for-you snack brand Rip Van has hired former Hershey U.S. president Todd Tillemans as CEO as it passes $100 million in retail sales.
A better-for-you snack brand just hired a big-candy veteran to run it. Rip Van has named Todd Tillemans, former U.S. president of The Hershey Company, as chief executive officer.
TLDR
- Todd Tillemans is Rip Van’s new CEO.
- He previously served as U.S. president of Hershey.
- Co-founder Rip Pruisken moves to an advisory role.
- Rip Van has passed $100 million in retail sales.
Who Is Todd Tillemans
Tillemans led Hershey’s U.S. business. He has also held leadership roles at Perdue Farms, Unilever and General Mills.
“What drew me to Rip Van is the rare combination of a genuinely differentiated product, a rapidly growing consumer following, and a massive category ripe for disruption,” Tillemans said.
The Founders’ New Roles
Co-founder Rip Pruisken, who has served as CEO, will stay on in an advisory role supporting innovation and fundraising. Co-founder Marco De Leon remains chief financial officer and a board member.
The Business
Rip Van makes stroopwafels positioned as a better-for-you snack. The company says they have 50% to 80% less sugar and more fiber than leading conventional alternatives. Rip Van has surpassed $100 million in retail sales and added nearly 1,800 new retail doors, including Albertsons, Walmart, BJ’s and Wawa.
Why It Matters
Better-for-you snacks are reaching a scale where big-company operators want in. A former Hershey leader taking the helm of a lower-sugar, higher-fiber brand shows where talent sees growth.
Source: Snack Food & Wholesale Bakery. Read the report.