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09/08/2021

De Wafelbakkers appoints new president of sales

The manufacturer or private label breakfast foods announced the appointment of a new president of sales after a recent acquisition by Brynwood Partners.
Zachary Russell
Associate Editor
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De Wafelbakkers, a manufacturer of branded, co-manufactured, and private label frozen pancakes, waffles, and french toast, has announced the appointment of a new president of sales. Michael O’Donnell will be leading the sales management team and develop commercial plans across De Wafelbakkers’ retail landscape. The company’s frozen products can be found at grocery stores and mass retailers. It employs approximately 650 people across its two production plants.

"We are excited to announce the addition of Michael O'Donnell to the De Wafelbakkers team,” said Henk Hartong, chairman and CEO of Brynwood Partners, the private equity fund that recently purchased De Wafelbakkers.Michael is an exceptionally talented executive with an impressive track record in the consumer food and retail spaces. We are confident that he will make an immediate impact in our commercialization plans." 

Prior to joining De Wafelbakkers, O’Donnell had a sales and marketing career at Procter & Gamble, PepsiCo, and most recently, Advantage Solutions. His experience across the retailer landscape includes leading businesses in the grocery, mass, and club channels.

"De Wafelbakkers is a brand that provides families with the wholesome and nutritious start to their day that they need,” said O’Donnell. “The brand has demonstrated long-term performance in a competitive marketplace and continues to do so in these fast-changing times. With Brynwood Partners' partnership, there's an exciting pipeline of innovation and investment into the business that will deliver incremental growth to the frozen breakfast category.”