GoodPop names Shannon Van Dyck sales chief

GoodPop appointed Vital Farms veteran Shannon Van Dyck as senior vice president of sales to expand retail presence and distribution nationwide. The move brings more than 20 years of food-and-beverage sales leadership to the Austin-based frozen treats brand.

Why it matters: - GoodPop is betting on a proven sales executive to accelerate retail expansion and put more of its frozen treats in front of shoppers. - The hire adds commercial experience across grocery, mass, natural and digital channels at a time when better-for-you snacks continue to compete for shelf space.

What happened: - GoodPop named Shannon Van Dyck senior vice president of sales. - Van Dyck will lead sales strategy and growth for the Austin-based frozen treats brand. - Her remit includes expanding retail presence, growing distribution with existing partners and bringing GoodPop’s portfolio to more households nationwide. - Van Dyck joins GoodPop from Vital Farms, where she held several commercial leadership roles since 2017.

The details: - Van Dyck most recently served as vice president of Eggs Growth & Development at Vital Farms. - She previously served as vice president, Sales Strategy & Planning, where she helped build the company’s Sales Center of Excellence across revenue growth management, category management, trade spend optimization and sales operations. - As senior director of sales, she helped build Vital Farms’ Natural Channel and business development capabilities and launched new points of distribution. - Her background includes category-defining brands such as EPIC, Annie’s, Small Planet Foods and PepsiCo/Frito-Lay. - GoodPop said Van Dyck brings more than 20 years of experience scaling mission-driven food and beverage brands. - GoodPop’s portfolio includes fruit pops, creamy treats, patent-pending fruit sours pops and freezer pops. - GoodPop products are sold nationwide at Whole Foods, Sprouts, Publix, Walmart, Kroger, Costco and other retailers. - The company says its products are made with real ingredients, less sugar and no artificial ingredients. - The company also says the brand has more than 20 flavors and has operated since 2009. - More information is available at the full store locator. - GoodPop’s LinkedIn page is here, and its Instagram page is here.

Between the lines: - The hire suggests GoodPop wants a leader who has scaled a mission-driven brand from a similar size into broader national recognition. - Van Dyck’s experience building systems around revenue growth and trade spend points to a focus on disciplined retail execution, not just top-line sales.

What's next: - Van Dyck’s near-term focus is expanding SKU presence within existing retailers. - GoodPop also plans to grow distribution across retailers where the brand is already sold. - The company is looking to extend its reach to more households as it adds more products across the freezer aisle.