MEET OUR TEAM


MANAGING DIRECTOR - CHARLIE SIMPSON-DANIEL

Charlie is an experienced entrepreneur who has founded a number of business to date which he has launched in the major retailers. At the age of 20 he founded the brand Kings Elite Snacks which is the UK's leading biltong and jerky brand today and is available in every major retailer. He also founded the soft drinks brand Revolution Waves which launched in Tesco and Asda in 2019. ​ Charlie has strong experience in founding and launching brands which have risen to category captain status in every major retailer in the UK. He draws upon all of this experience and has a vision for Ambitions Snacks to pioneer in the premium instant snack category.


MARKETING DIRECTOR - JAMES SIMPSON-DANIEL

James is a former international rugby player who made his debut for England aged 19 playing against the All Black legend Jonah Lomu as his opposite man. He went on to have an incredibly successful career with Gloucester and holds the accolade of a place in the premiership hall of fame. All while doing this he co-founded the brand Kings Elite Snacks and Revolution Waves with his brother Charlie. James leads all of The Wizards Magic's marketing activities with the same passion and creativity that produced such excellence on the rugby pitch!


CO-FOUNDER -
LEVISON WOOD

Major Levison James Wood is a British Army officer and world renowned explorer. He is best known for his extended walking expeditions in Africa, Asia and Central America. Beginning in December 2013, over the course of nine months he undertook the first ever expedition to walk the entire length of the river Nile from the Nyungwe Forest in Rwanda. The expedition was commissioned as a four-part documentary series for Channel 4 in the UK. He also wrote a Sunday Times bestselling book detailing the expedition, Walking the Nile. This is only some of Levison’s breathe taking achievements Levison brings the adventure to the company, he is the face of the brand whilst bringing forward passionate and creative ideas to the table to help push the limits of healthy snacking.


DIRECTOR -
DAN NORTON

Dan is England rugby sevens all time highest try scorer. He burst onto the international scene at 20 years old debuting alongside Charlie. Dan brings an incredible passion to the Ambitions Snacks team and works closely with Charlie and James on marketing and new consumer outreach.


TECHNICAL DIRECTOR -
ROLAND FROEBEL

Roland is an industry leading expert whose time in the food industry includes roles at Mars, Goldenfry Foods, Greencore, Premier Foods, Sante Foods, Symingtons, Fox's Biscuits and Baxters Food Group. He has worked in Technical Director roles supplying brand and own label to Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, CO-OP, Costco, Waitrose, Wh Smiths, Boots, B&M, Home Bargains and Poundland. Roland is the genius behind our Ambitions Snacks supply chain where he worked tirelessly with Charlie to ensure that we achieved incredible points of difference while delivering a gourmet taste.


DIRECTOR -
ANDY SHAW

Andy is a former MD of Redbull and Brew Dog who understands what it takes to nurture and grow world class brands. Andy is working closely in a mentoring role with Charlie to ensure that the companies 30 year old Managing Director benefits from one of the food industries leading minds.


DIRECTOR -
DAVE MCLAUGHLIN

Dave ​like Roland has a lifetime of experience as one of the countries leading Sales Directors with companies such as Baxters Soup and Hain Daniels. ​ Dave works very closely with Charlie to ensure that the Ambitions Snacks commercial strategy is one that will support a bid to become a category captain.