Rip Van, described as a better-for-you sweet snacks brand, has appointed former Hershey U.S. President Todd Tillemans as CEO.
The appointment comes as the company surpasses $100 million in retail sales and completes its largest retail expansion to date, adding nearly 1,800 new doors at Albertsons, Walmart, BJ’s and Wawa, the company said.
Tillemans succeeds co-founder and CEO Rip Pruisken, who will remain actively involved in the business alongside his board responsibilities, continuing to champion the company’s vision and support innovation and fundraising. Co-founder Marco De Leon continues as CFO and board member.
Tillemans has decades of consumer packaged goods experience from Perdue Farms, The Hershey Company, Unilever and General Mills, with a brand portfolio that has included Reese’s, Kit Kat, Dove and Axe personal care, Cheerios and Bisquick.
“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. “I am excited by the opportunity to accelerate this purpose-driven insurgent brand and enhance enterprise value by delivering beloved products, deepening customer partnerships, building leading-edge commercial capabilities and developing world-class talent.”
“Todd has a purpose-driven and values-led approach that is aligned with the Rip Van culture and mission,” Pruisken said. “He brings the brand-building and commercial excellence capabilities necessary to help evolve Rip Van into a household name.”
Founded by Pruisken and De Leon, New York-based Rip Van spent seven years developing a proprietary, fiber-forward formulation that delivers familiar sweet snacks with 50 to 80 percent less sugar and more fiber than leading conventional alternatives. What began with its signature stroopwafel has grown into a portfolio spanning Wafels, Wafers, Crispy Dunes, Crispy Choco and Nutty Crunch, now available in more than 26,000 retail doors nationwide.