LOS ANGELES — Rosa Foods, the makers of Soylent, today announced three new staff members joining the company: Demir Vangelov, Benjamin Cariou, and Andrew Thomas. Demir Vangelov joins the Company as Chief Financial Officer, Benjamin Cariou joins the Company as the new Vice President of Digital Acquisition and E-Commerce, and Andrew Thomas joins the Company as the Vice President of Brand Marketing.
Vangelov will be leading and managing Soylent’s overall strategic financial planning while being a key strategic business partner to the CEO and Board. Previously, Demir was the Chief Financial Officer of Califia Farms, which is one of the fastest growing beverage brands in the US. His deep experience leading financial teams in the food and beverage, tech, and digital sectors was the key to his successful management of the rapid expansion of Califia Farms. Demir helped steer Califia Farms’ expansion domestically and globally, including launching into the UK, Canada, and Australia, as well as spearheading investor relations, implementing corporate infrastructure and laying the groundwork for future growth.
Cariou will be responsible for customer acquisition, retention and loyalty, merchandising, analytics and delivering the best shopping experience to Soylent customers. Cariou comes to Soylent from Chef’d, an at-home, high-quality ingredient meal store that partners with celebrated chefs and culinary influencers to create recipes that make it easy to cook like a pro at home. At Chef’d, Cariou managed all marketing related activities successfully increasing ROI, driving brand awareness and increasing site traffic by 25%.
Thomas will be responsible for Soylent’s brand and product strategy, retail trade marketing, insights and innovation. In his last role, Thomas was the Director of Marketing Strategy & Communications, Premium Nutrition at PepsiCo, leading the development of brand strategy and execution of marketing communications for Naked Juice, KeVita and IZZE Sparkling Juice. Thomas also served on the KeVita leadership team during the business’ integration into PepsiCo, helping develop a long-term innovation strategy and launching the brand’s first national marketing campaign.
“We are thrilled to welcome such experienced and outstanding talent to the Soylent leadership team,” shared Bryan Crowley, CEO of Soylent. “I look forward to working closely with all of them as we continue to grow and work diligently on our mission to make expensive, unhealthy and unsustainable food voids obsolete for people everywhere.”
Soylent is a pioneer in food technology, producing healthy, functional foods that are good for the body and the planet. In 2013, Founder & Chairman Rob Rhinehart developed the first iteration in his kitchen after recognizing the need for a simpler, more efficient food source. Since then, Soylent has made it their mission to eliminate unhealthy and unsustainable food voids everywhere through science and technology, providing complete, convenient and sustainable nutrition to the world. Available at Soylent.com, on Amazon, and in select retail locations, Soylent’s innovative products include Original Powder and 14oz Ready-to-Drink bottles available in Original, Cacao, Cafe Coffiest, Cafe Vanilla, Cafe Chai, and Strawberry. The Company is headquartered in Los Angeles, CA. For additional information on retail locations go to https://www.soylent.com/stores/.