The board of directors of Barry Callebaut AG, a manufacturer of cocoa and chocolate products, has appointed Hans P. Vriens to the newly created position of chief innovation officer and member of the management team effective December 1, 2005.

Since 2001, Vriens has been the owner of VF&Co. b.v. in Amsterdam, Netherlands, a holding company which invests in and develops new consumer brands for itself and for third-party customers. Activities include the consulting of large multinational companies in the development of functional foods, a partnership selling an energy drink in a new packaging concept, as well as the production and distribution of a functional dairy product.

Prior to this, Vriens served as executive board member responsible for sales, marketing and interactive at EM-TV & Merchandising AG in Munich, Germany. From 1994-1999, he held various functions with Red Bull GmbH, among them managing director for Red Bull North America in Los Angeles. From 1989-1994, Vriens worked as brand manager for Procter & Gamble in Austria and in Germany. He started his career in brand management and marketing with Mars/Effems in Spain and in the Netherlands.

Vriens holds a BBA in Marketing from the Nijenrode Business University in Breukelen, Netherlands, and an MBA in Marketing/International Business from the University of Oregon.