New Era Nutrition Hires Industry Veteran to Lead Sales

New Era Nutrition, a premium functional foods company, announced the hiring of Lester Solomon as Vice President of Sales.   In this role, Solomon will be a key member of the company executive team and will be responsible for delivering all sales related aspects for the business.  Solomon joins New Era Nutrition from Shoppers Drug Mart, where he was Category Director overseeing the Nutrition & Energy Bars, Vitamins, Weight and Diet, and Diabetic categories.

Having spent the past six years at one of Canada’s largest and most respected retailers, Solomon has gained significant expertise understanding the needs of shoppers. He is well prepared to help New Era Nutrition accelerate their business and position the SoLo brand as a leader in the nutrition bar category.

“We are thrilled to have Lester join us on our mission to bring the benefits of low glycemic nutrition to the masses,”  said Dean Williams, CEO of New Era Nutrition.  “Lester has deep nutrition bar category expertise that will help us develop products that meet the future needs of shoppers.”

“Over the past six years, I have been introduced to hundreds of brands, and to be honest, many of them were ‘me-too’ brands that trade out consumers on price.  But with SoLo Bars, it’s different.  There’s clear category white space for nutritiously balanced low glycemic products,” said Solomon.  “I look forward to being part the New Era Nutrition executive team and helping scale the business operations.”

Prior to joining Shoppers Drug Mart, Solomon held several sales focused positions at AC Nielsen, McDonald’s Restaurants of Canada and PepsiCo.

In an effort to bring the benefits of eating low glycemic foods to people all over the planet, the company has plans to expand into adjacent categories and foreign markets.

Hiring an experienced and well connected retail industry expert such as Solomon was a critical step for New Era Nutrition.


About New Era Nutrition:

New Era Nutrition Inc. is a Canadian company headquartered in Kelowna, BC.  The company was the first to introduce a line of clinically validated low glycemic nutrition bars under the brand name SoLo GI.  SoLo was developed to provide a delicious snack that takes into consideration the blood sugar impact as well as nutritional content to promote optimal health and performance.  Due to numerous benefits of living a low GI lifestyle, SoLo products are targeted to athletes, energy seekers, and those looking for long-term weight management solutions.   SoLo GI nutrition bars can be found online and in all major grocery retailers and pharmacies.


SOURCE Solo GI Nutrition

For further information: MEDIA CONTACT: Ioanna Wilde, T: 250-491-1720, E: [email protected]



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