The Atlanta-based company has chosen JuE Wong as she has significant experience in the consumer goods channel including Dial and Murad as well as PepsiCo and Cargill.
Wong will take over all three of the company’s brands and Astral Brands hope her expertise will put it on a ‘fast track to growth’.
Commenting on her new position Wong said: “As CEO my goal is to take full advantage of the solid foundation that the team has built and to maximise the strengths of everyone at Astral Brands by empowering them.”
“I believe good leaders give their executives the latitude to be successful but will be there to catch them if they fall.”