Andrew Ely

Having spent my career as a commercial manager in the UK food industry, I focus on identifying new trends and bringing them successfully to market.
My objective is to work with you in creating the food businesses of tomorrow.



Red Bull Energy Drinks, Pip & Nut Spreads, Innocent Fruit Juice; we can all think of inspirational food and drink brands but how do we create them? This is a question that has always fascinated me. The UK  food and beverage market is very dynamic at micro level but largely static at macro level (total sales of £163 billion per year). Against this we must balance the fact that UK consumers are constantly searching for new products and experiences.

My experience covers a wealth of categories: bread and cakes, Chinese and Italian products, gluten and lactose free, plant proteins, crisps and snacks, wines and spirits. I am well versed in managing the opportunities and challenges around cross cultural and cross border working. I have also got to know and thrive in the different ownership structures that support 21st century food businesses from large publicly quoted entities to private equity backed investments and exits.

Take a look at this website. Read the Almondy and Gold&Green case studies. These are about real businesses that I have helped to create. It is said that 90% of new food product launches fail but I am interested in ensuring your products into the 10% which are successful.

If you like what you see or if you are just curious to know a little more then do drop me a line and I will get back to you as soon as I can.

Send me a message



  • 2017 - 2020

    UK Launch Manager

    Gold & Green Foods

    Gold&Green Foods is a cross-cultural food tech company, selling and developing novel, delicious and sustainable plant protein foods. The company was founded in Finland by Maija Itkonen and Reeta Kivela in 2016 .We are currently building a production site in Sweden and preparing for a UK launch.

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  • 2005 - 2017

    Managing Director

    Almondy Gluten Free Cakes

    Created a UK Gluten Free business in the frozen desserts category from scratch. Responsible for sales, marketing, logistics and finance functions. Fastest growing frozen desserts brand in the UK between 2011 & 2015.

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  • 2005 - 2005

    Business Development Manager

    Allied Domecq

    One of the UK’s leading wine and spirits companies with a portfolio of brands including Harveys sherry, Cockburns port, Courvoisier brandy and Campo Viejo wine. I managed the Tesco account and negotiated listings and space allocations for the all-important Christmas period.

  • 2002 - 2005

    UK Sales Manager

    Merisant ( Canderel)

    My role at Merisant was focussed on organizational change. Working with an international cross-functional project team, I created a direct sales, logistics and finance organization in place of a broker-driven model in the UK. I also undertook category partner work with Tesco which led to 13% sales growth year on year.

  • 2000 - 2002

    Sales Director

    Groupe Danone

    Built a ‘Best in Class’ sales and category management team at this leading multinational supplier of ethnic foods and table sauces. Worked on the launch of AMOY straight to wok in the UK. Delivered growth in what was a low growth environment.

  • 1998 - 2000

    Business Development Controller

    Golden Wonder

    Successful MBO exit at this leading crisp and snack manufacturer having delivered dramatic revenue and profit growth with Tesco. I grew the Tesco brand business by 50% and the Golden Wonder brand business (Wotsits) by 30%.

  • 1985 - 1998

    Sales Director

    Hovis Limited

    Thorough sales and marketing training with this Blue Chip bakery business including completion of a company sponsored MBA. Management of major retail accounts including Sainsbury and Marks & Spencer.


  • 1989 - 1992

    Henley Management College

  • 1982 - 1985

    University of Bristol

    BSc Physics

Case Studies

I have known and worked with Andrew during his time as MD of Almondy UK. Andrew is a diligent, professional and very focused individual. All of my dealings with him were of a very high standard. He was committed to his business/brand, resulting in yr on yr growth, throughout the time we worked with him. I would have no hesitation in recommending Andrew for any Senior Director level position.

Gordon Lauder (Managing Director and Founder of Central Foods Limited)

I’ve worked with Andrew over a number of years, first when he was with Golden Wonder and more recently with Almondy. I’ve always found Andrew planned and organized, with strong attention to detail. He always comes up with customer focused solutions even under challenging circumstances. I feel he has done above and beyond for the Tesco customer which has resulted in a retailer/manufacturer relationship based on trust.
Thank you Andrew, I’ve enjoyed working with you from the beginning on GW and Tesco Select crisps 19 years ago to Almondy more recently.

Amanda Hart (Customer Category Manager Bakery, Tesco Limited)

I had the privilege of working together with Andrew for 6 years (2009-2015) within the Almondy Group, Swedish bakery of Gluten Free almond cakes. For almost a decade Andrew built the UK business basically from scratch to a growing important export business in ten consecutive years. He managed to get wide listings and coverage in all major retail chains, such as Tesco, Morissons, Sainsburys and also developed an important food service business together with distributors reaching many important end customers. Thanks to Andrew, millions of people in UK became fans of gluten free Almondy cakes. A fantastic achievement!

Anders Hansson (Almondy Group CEO 2013 – 2015)