Food manufacturer Ella’s Kitchen has announced that Tim Collins has been named the new managing director effective immediately.

Collins was most recently vice president and general manager of the Baby/Kids and Meal Preparation categories at Hain Celestial, the company that purchased Ella’s Kitchen in 2013.

According to Ella’s Kitchen, Collins brings with him a “wealth of experience” having been part of the Hain Celestial team for over seven years, including six years as general manager of the flagship Celestial Seasonings Tea business and most recently heading up the U.S. baby and kids food brand, Earth’s Best. Prior to Hain, Collins held several brand leadership roles at multinational companies including Kraft Heinz, Starbucks and Procter & Gamble.

Former managing director, Will Howard, is leaving the business to pursue “an exciting opportunity outside of the company”, said Ella’s Kitchen. The company maintained that Howard “has made a tremendous impact over the last 10 years”.

Tim Collins, incoming Ella’s Kitchen managing director, said: “I’m honoured to have the opportunity to join the incredible team at Ella’s who are doing such meaningful, purpose-led work. The team has built both an amazing brand and business by being consistent, genuine and truly focused on what’s best for little ones. I’m excited to see how we can bring that to life in new categories and strengthen our global baby partnership with Earth’s Best.”

Wolfgang Goldenitsch, president of Hain Celestial International, said: “I’m thrilled that Tim will be taking on this important leadership role at Ella’s and become a member of Hain’s International Leadership Team. Tim brings strong management experience and deep category expertise in baby/kids leading the Earth’s Best brand in the U.S. He will be a tremendous asset as we look to continue to build the Ella’s Kitchen brand and scale our business for growth.”