In the newly created COO role, Shah -- who oversaw the launch of The Ice Cream Shop at Unilever (the company's virtual store), and led many of the company's frozen novelty brand including Klondike, Popsicle, and Good Humor -- will oversee all departments including daily operations of the business, as the brand is projected to double its business in 2022. He also will leverage his consumer insight background to build GoodPop's velocity at retail and the brand's growing direct-to-consumer channel.
Last month, the company, which was founded in 2009, launched its direct-to-consumer online store allowing consumers to access all 19 GoodPop flavors, including classics such as orange n' cream and red, white, and blue popsicles, which are made from organic, non-GMO ingredients and are free-from artificial colors and dyes. The products are also available through grocery delivery platforms including, Amazon Fresh, GoPuff, and Instacart.
Shah will work closely with GoodPop founder and CEO, Daniel Goetz, who founded the company on a mission to provide better-for-you frozen novelty products.
"With plant-based novelties being the fastest growing segment in the ice cream category and online ice cream sales booming, people are shopping for and discovering products in new ways. I'm inspired to help GoodPop continue to develop this evolving ecosystem, raise the bar and drive the future of the frozen snack category as a whole," said Shah.
According to Goetz, based on Shah's category experience, he is the right person to take GoodPop "to the next level."
"He stood out for his overwhelming passion and enthusiasm for the category, and his broad range of experiences across technology, operations, finance and strategy. We look forward to his leadership and track record of innovation as we continue to build GoodPop into America's leading frozen treat brand," said Goetz.
GoodPop added a few new products to its lineup, including its take on a nostalgic take on a classic: organic Twin Pops available in Sweet Cherry, Valencia Orange and Concord Grape and containing 100% fruit juice.