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Lululemon’s Day to head food brand Luvo

Christine Day, in a file photo from 2008.

BRENDAN MCDERMID/REUTERS

Christine Day, departing chief executive officer of Lululemon Athletica Inc., will take the top position later this year at a U.S. prepared food startup that bills itself as offering healthy and eco-friendly fare.

Ms. Day, who leaves Lululemon Jan. 20 in the wake of a series of setbacks at the yoga wear retailer, will be CEO of Luvo and help it expand its orange mango chicken and kale and broccoli dishes beyond supermarkets to a restaurant concept as well.

Atlanta, Ga.,-based Luvo, which calls itself a "transformational lifestyle food brand," boasts celebrity ambassadors including actress Jennifer Garner and Pittsburgh Steelers' Troy Polamalu. It produces frozen ready-made entrees, soups and flatbreads.

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"In a short amount of time, Luvo has set itself apart in the industry," Ms. Day said in a statement. "It has placed a real premium on providing great-tasting prepared food with high-quality ingredients, while making it nutritious and without excessive cost. Luvo is well-positioned for the future."

Stephen Sidwell, founder and president of Luvo, said Ms. Day's passion for retailing and consumer insight will help elevate Luvo into the mainstream. "We look forward to Christine's guidance for the brand, helping Luvo take the lead in the national movement that delicious, nutrient-dense food can be affordable, convenient and easily accessible," said Mr. Sidwell, who is also CEO of Devante Capital.

Before heading Lululemon for six years, Ms. Day held a series of executive positions at coffee giant Starbucks Co., which she helped expand in Asia. She will begin part-time at Luvo in April and full-time in September, a Luvo spokeswoman said.

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