UK fruit drinks maker PJ Smoothies has announced the appointment of Andrew King as its new chief executive officer.

King will takeover as head of the company from mid September 2004, overseeing the company's strategic focus and further developing the UK smoothie sector.

King joins PJ Smoothies from Orchard House Foods, where he was sales and marketing director, managing own brand fresh juices, smoothies, fruit salads and desserts.

Prior to Orchard House Foods, King was sales and marketing director for Wells, and previous to that, director of sales for Cott Beverages. He has also spent five years in brand marketing at Danone.