Death Wish Coffee Co has named Steve Gardiner as its new chief executive officer, a move that is said to support the company’s next phase of growth.

Gardiner was previously CEO of Nature’s Bakery, where he led the brand’s growth to become the fourth-largest snack bar brand in North America. He also spent 24 years at PepsiCo, working on Quaker, Tropicana and Gatorade.

Mike Brown, founder of Death Wish Coffee, said: "When it comes to scaling CPG brands, Steve is a seasoned professional. He stresses the importance of always starting with a deep understanding of your consumer and then bringing that to life digitally and across retailers and sales channels."

"This is critical to accelerating our velocity at Death Wish Coffee. Steve's strategic vision will be extremely valuable as we continue to grow our national footprint and introduce a steady pipeline of innovation to our dedicated community of coffee lovers and new fans."

Gardiner added: "I have long admired Death Wish Coffee's commitment to quality, its unique brand identity, and its passionate customer base. It's an honour to be given the opportunity to lead this team and build upon the brand's growth and success."

"I am excited to dive in and get to work with the team, expanding our reach and bringing the leading Fair Trade and Organic Coffee Brand to more consumers."