Wholebake Appoints John McMullen as CEO to Steer Growth Plans

Wholebake has appointed John McMullen as its new Chief Executive Officer, bringing in a new leader to guide the business through its next phase of development. McMullen took up the role in September, replacing Peter Unsworth, who has stepped down as CEO after leading the company through a period of change and expansion.

Unsworth will remain involved with the business in a non-executive director role.

The appointment comes at a time when the North Wales–based healthy snacking manufacturer is seeking to build on recent progress across its core markets.

Wholebake supplies a range of nutrition bars and baked snack products, working with both branded customers and retailers on own-label lines.The company has benefited from growing consumer demand for healthier, functional snack options.

• Wholebake appoints John McMullen as CEO to lead next phase of growth
• Leadership change aims to strengthen Wholebake’s position in healthy snacking
• Former CEO Peter Unsworth stays on as non-executive director

McMullen joins Wholebake with experience in commercial leadership, strategy and scaling food and consumer businesses. His brief will include strengthening customer relationships, supporting innovation, and ensuring the company is well positioned to compete in a crowded and fast-moving category. The business has indicated that growth will remain a priority, alongside maintaining standards in quality, sourcing and manufacturing.

Unsworth’s move into a non-executive position is intended to provide continuity at board level. During his tenure as Chief Executive Officer, Wholebake expanded its capabilities and worked through a period of private equity ownership, laying foundations for the next stage of its development. His continued involvement is expected to support strategic decision-making while allowing the new CEO to take responsibility for daily operations.

Wholebake operates in a sector facing cost pressures, changing consumer preferences and increasing retailer expectations. The leadership change is designed to help the company respond to these challenges while continuing to invest in products and partnerships.

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With McMullen now in post, Wholebake is focused on executing its growth plans and strengthening its position within the healthier snacking market in the UK and internationally.