Belgian Boys, a brand of European-inspired, quick-and-easy breakfast products, has appointed Louisa Lawless to be its chief commercial officer, to help accelerate the brand’s next stage of growth.

Lawless brings nearly 20 years of commercial leadership in food and beverage. She most recently served as chief commercial officer at Korb Health Group, where she led a team focused on weight loss, women’s and men’s health, and longevity care verticals. Previously, Lawless had been EVP of commercial marketing & sales at Nutrabolt — a role in which she led the commercialization of several product portfolios, including Bloom, C4, Cellucor and Xtend.

Prior to her time at Nutrabolt, Lawless served as chief strategy officer for Core Nutrition, and she also worked in leadership roles at Golden West Food Group/Stratus Group and Red Bull North America. At Belgian Boys, Lawless is expected to lead the push for broader distribution, deepen retailer partnerships and scale the brand into a category all its own, the company said.