Charlie Simpson-Daniel

Managing Director

Charlie is an experienced entrepreneur who has founded a number of business to date which he has launched in the major retailers. At the age of 20 he founded the brand Kings Elite Snacks which is the UK's leading biltong and jerky brand today and is available in every major retailer. He also founded the soft drinks brand Revolution Waves which launched in Tesco and Asda in 2019. 

Charlie has strong experience in founding and launching brands which have risen to category captain status in every major retailer in the UK. He draws upon all of this experience and has a vision for The Wizards Magic to pioneer in the emerging Magic Chocolate category.

James Simpson-Daniel

Marketing Director

James is a former international rugby player who made his debut for England aged 19 playing against the All Black legend Jonah Lomu as his opposite man. He went on to have an incredibly successful career with Gloucester and holds the accolade of a place in the premiership hall of fame. All while doing this he co-founded the brand Kings Elite Snacks and Revolution Waves with his brother Charlie.

James leads all of The Wizards Magic's marketing activities with the same passion and creativity that produced such excellence on the rugby pitch!

Roland Froebel

Technical Director

Roland is an industry leading expert whose time in the food industry includes roles at Mars, Goldenfry Foods, Greencore, Premier Foods, Sante Foods, Symingtons, Fox's Biscuits and Baxters Food Group. He has worked in Technical Director roles supplying brand and own label to Tesco, Sainsburys, Morrisons, Asda, Aldi, Lidl, CO-OP, Costco, Waitrose, Wh Smiths, Boots, B&M, Home Bargains and Poundland. 

Roland is the genius behind our Magic Chocolate and he worked tirelessly with Charlie to ensure that we achieved incredible points of difference while delivering a magical taste. 

Mike Tindall


Mike is a former rugby world cup winner who co-founded the brand Kings Elite Snacks with Charlie and James. Mike brings an incredible passion to The Wizards Magic team and works closely with Charlie and James on marketing and new consumer outreach.

Andy Shaw


Andy is a former MD of Redbull and Brew Dog who understands what it takes to nurture and grow world class brands. Andy is working closely in a mentoring role with Charlie to ensure that the companies 30 year old Managing Director benefits from one of the food industries leading minds.

Oliver Phelps


Oliver is a very unique individual who had the great fortune of starring in one of the worlds leading movie franchises in his teenage years. Oliver has been raised in the eye of the media and works closely with our marketing director on new consumer outreach and promoting The Wizards Magic brand.

James Phelps


James along with his brother Oliver grew up in the eye of the media and understands the importance of exposure in a new brands journey. James works closely with  his brother and Oliver to ensure that The Wizards Magic gospel continues to spread around the globe.

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