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This leadership transition at Tayto Group signals continuity and growth for the established snack maker as it looks to enhance its market position under new management.

His track record includes successfully scaling brands to over 3,000 locations worldwide and working with over 3,500 franchise investor groups.

Alejandro Rodríguez Bas succeeds Rafael Pamias Romero, who stepped down to address personal and health matters.

This move is part of Britannia’s strategic efforts to strengthen its executive team and position itself for robust growth in the competitive fast-moving consumer goods (FMCG) sector.

In his expanded role as COO, Schmitz will drive greater integration and collaboration between North and Latin America, leveraging the strengths of both regions to accelerate growth and deliver enhanced value to customers.