Foster, whose CV includes time spent working with Thorntons, Hovis, and most recently allergen-free ice cream brand Yorica, will be focused on accelerating the brand's growth in product supply and developing Crussh as a (FMCG) brand.
“I am excited to be joining Crussh, the brand has great value that it can deliver across multiple channels," says Foster.
"Now more than ever, people demand the ability to eat more healthily and sustainably on the move and Crussh has been on the leading edge of this since its creation in 1998.
"I look forward to helping the team continue their progress in optimising its retail execution for the post-Covid era, and supplementing this with accelerated execution of a pivot into other channels where the brand has already started making strong headway.”
Foster replaces Shane Kavanagh, who left his role in February after four years at the helm.
During his tenure Kavanagh oversaw Crussh, which was founded in 1998, grow its high street estate from 28 to 35 sites and open its first stores outside London, in Birmingham and Bristol.
In 2018 the group signed deals with food travel expert SSP and contract caterer Sodexo to bring its smoothies and protein pots to transport hubs and high-volume sites such as universities, workplaces and hospitals respectively.
The company also launched a retail range with Sainsbury’s, which has rolled out to over 300 stores back in January.