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Sovos Brands Names Vieth SVP And GM Of Noosa Yoghurt

noosa yoghurt
Jason Vieth

Jason Vieth has been named SVP and GM of noosa yoghurt, parent company Sovos Brands announced Jan. 6. Vieth is based in Sovos Brands’ Broomfield, Colorado, office. Noosa yoghurt is made with whole milk and honey.

Vieth most recently served as CEO of poppi, a beverage startup funded by Cavu Venture Partners. Prior to that, he was president of Life Time Fitness’ Life Cafe, leading the company’s growth strategy and opening more than 20 new restaurant locations. Before Life Time Fitness, he spent nine years at WhiteWave Foods, lastly as SVP and GM of the company’s yogurt business that included Horizon Organic, Wallaby Organic, Silk and So Delicious.

“Jason brings a proven and long-standing track record of overseeing business and brand growth to Sovos Brands,” said Todd Lachman, president and CEO of Sovos Brands. “At Sovos Brands, we have been able to unlock profitable growth as a result of our tenacity for finding and building one-of-a-kind brands, fostering a collaborative culture and leaning into our collective industry expertise. But most importantly, our people and the talent we bring—like Jason—are the reason why we’re able to continue delivering exceptional results.”

Vieth said, “I am incredibly honored to join Sovos Brands during this exciting time of growth and transformation for the company, and I’m personally thrilled to lead noosa, a brand which I have long admired and which I believe has an incredibly bright future. I look forward to working with the noosa team to unlock the brand’s potential as we continue to delight consumers and exceed the expectations of our retail customers.”

In addition to its Broomfield office, Sovos has offices in Montclair, New Jersey, and Berkeley, California, and manufacturing sites in Austin, Texas, and Bellvue, Colorado. Its brand portfolio also includes Rao’s Homemade pasta sauces and other Italian specialty foods, and Michael Angelo’s frozen Italian entrées.

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