Brian deWerff Named VP, Commerical Integration & Strategy


ERLANGER, KY – December 4, 2023 — Confectioner Perfetti Van Melle announces it has named Brian deWerff as Vice President, Commercial Integration & Strategy for its North America business, which is based in Erlanger, KY. DeWerff joined Perfetti Van Melle at the beginning of October when the company closed on its acquisition of Mondelez International’s gum business. His addition to the Perfetti Van Melle North America executive leadership brings a critical focus on overseeing the strategic business integration of the acquired brands in the U.S. and Canada including Trident, Dentyne, Bubblicious and Stride.

The deal was closed on October 1, 2023, as announced here, adding the aforementioned brands to our North America portfolio that is already know for iconic brands Mentos, Airheads, Chupa Chups and more.

“As our North America business continues to grow, both our existing business and through the recent acquisition of brands, we’re pleased to have Brian bring his deep experience and knowledge from category development, sales planning and customer development in the FMGC candy and snack industry,” commented Perfetti Van Melle North America president and CEO Sylvia Buxton. “His 10 years of leadership on the Mondelez International team, as well as knowledge of the gum category with major national retailers will be key to helping guide our business integration strategies with innovation and growth at the forefront.”

Before joining Perfetti Van Melle, deWerff was most recently with Mondelez International as Senior Director of Category Development and Sales Planning, Director of Category Development and Strategy for the Confections business and VP of Channels Sales for Convenience Stores. He also spent nearly 9 years with Hormel Foods in Customer executive and sales analyst roles.

DeWerff earned his B.S. degree in Economics from Michigan State University. He resides in Glen Ellyn, IL with his wife and children, and when not spending time with his family he enjoys hitting the golf course.

About Perfetti Van Melle
Perfetti Van Melle (PVM) is a privately owned company that manufactures and distributes confectionery and chewing gum in more than 150 countries. PVM is a global leader in the confectionery industry, thanks to delighting consumers around the world with its innovative, diverse, and most loved products. The company boasts a diverse portfolio of iconic local and internationally recognized brands cherished by generations such as Mentos, Chupa Chups, Alpenliebe, Frisk, Smint, Fruit-tella, Golia, Brooklyn, Vivident, Happydent, Daygum, Vigorsol, Big Babol and Airheads. In 2022 Perfetti Van Melle Group reported net revenues close to € 3.0 billion. U.S. operations are based in Erlanger, KY with a plant in Rockford, IL as well.