Viz Branz appoints Eric Zhong as chief executive officer

Viz Branz, a manufacturer and distributor of market-leading instant cereal and beverage brands across China and South East Asia, has appointed Eric Zhong as its new chief executive officer (CEO), effective on 8 October 2021. Following the acquisition of Viz Branz by the Asia Food Growth Fund and Investcorp, the Board launched an executive search for a new CEO to lead the next stage of growth.

Zhong joins from Vitasoy, a respected global beverage brand with over US$950 million of revenue, where he was its CEO in China, with the country contributing over 65% of Vitasoy’s revenue. Eric has over 20 years of management experience in fast-moving consumer goods (FMCG) multinational businesses including Johnson & Johnson, Kraft, and Danone. He also served as the vice-president of China Association of Enterprises with Foreign Investment and the vice-president of China Beverage Industry Association.

Commenting on his appointment, Zhong said: “I am very honoured to join as CEO of one of most highly reputed consumer food companies in the region, known for high quality and nutrition brands. Many of our products are trusted by consumers especially in China and South East Asia. We believe in the huge business potential of China, where Viz Branz has been operating for over 30 years. We will focus on China – to keep investing and further accelerate growth through capability building, digital transformation, product innovation, consumer engagement, geography expansion and potential acquisitions.”

Hazem Ben-Gacem, chairman of the Viz Branz Board, co-chief executive officer of Investcorp and Chairman of the Asia Food Growth Fund Investment Committee, said: “The Board is pleased to welcome Eric as Viz Branz’s new CEO. Eric has a distinguished track record of driving growth in FMCG businesses. He brings a crucial blend of strong strategic vision, international FMCG experience, and operational execution skills to drive a new chapter of profitable growth for Viz Branz. We are very excited that Eric has joined Viz Branz. We will continue to support him, and we trust his leadership and fresh perspectives will further develop the strong team built at Viz Branz over the last 30 years. We are appreciative of the management’s efforts in building a strong foundation for Viz Branz to become the established company it is today.”

Tim Zhang, chief investment officer of China Capital Resources Management and chairman of the Asia Food Growth Fund, said: “On behalf of our Fund, I am thrilled to welcome Eric Zhong to join Viz Branz as its CEO. Eric is a veteran in the FMCG industry with an impressive track record. His strategic vision, operational experiences and resourceful network will be great assets to the future development of Viz Branz. The Company will benefit from his enthusiasm, creativity and leadership. Product life cycles in the food industry are becoming shorter and consumer demands are ever changing. I am confident that, under Eric’s leadership, Viz Branz will further strengthen its market position and enter the next exciting stage of growth and development.”