Edible Brands promotes Cheikh Mboup to president

The all-natural fruit snack, dipped treats, and fresh fruit arrangements franchisor has made some pivotal changes to its senior team.

Cheikh Mboup, the previous COO of Edible Brands, the parent company of Edible, has been promoted to president, effective immediately.

In his new role, Mboup will oversee the transition of Edible from gifting and arrangements to a definitive QSR destination, featuring an expanded menu of tasty offerings and treats.

“We are more than arrangements, and our menu already reflects that,” said Cheikh Mboup. “We are also more than e-commerce, and our brick-and-mortar strength already reflects that. My focus will be on helping franchisees take advantage of the full Edible experience to capture more market share as we advance beyond gifting by offering a growing variety of wholesome foods for immediate consumption, both on- and off-premises.”

Edible Brands currently franchises more than 1,100 Edible locations worldwide. Its menu has evolved beyond offering just fruit arrangements, and now includes Froyo fruit blends, all-natural fruit salads, and other staples of the brand’s unique appeal. As part of Mboup’s priorities as president, he will focus on implementing the wider menu system-wide, as well as the rollout of Edible’s new store prototype – with an inaugural location expected later this year.

Mboup has a long tenure with the sweet treat franchisor, and has previously served as VP of operations, construction, and real estate, as well as head of operations for the Edible network in the U.S.

“During his tenure at Edible, Cheikh has influenced almost every area of operations, real estate, construction, and more,” said founder and CEO, Tariq Farid. “His depth of experience and knowledge of our network will be critical in guiding our amazing franchisees through this evolution and helping them expand Edible’s presence within their local communities.”