Weetabix bolsters innovation and marketing teams

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Helena Blincow

Weetabix Food Company UK & Ireland, home of the nation’s favourite cereal brand, has announced a number of internal changes within its marketing team.

Stuart White, current head of brand at Alpen, will be moving into the position of head of innovation – Weetabix UK & Ireland. The Weetabix Food Company has a fantastic track record of innovation having won Product of the Year for all six Weetabix launches this decade – most recently this year for Weetabix Additions. Stuart will be covering the position when Claire Canty begins her maternity leave in June 2018.

Zoe Brimfield, previously senior brand manager at Alpen, will be moving into the role of senior brand manager – Weetabix. Having recently overseen the launch of two new flavours to the Alpen No Added Sugar range, Zoe will now be responsible for Weetabix Additions, Minis and Flavours. Zoe will provide cover for Charlotte Hunt during her maternity leave from the end of March 2018.

Helena Blincow, currently marketing manager – Ready brek, Weetos and Bars, will be moving into the role of marketing manager – Alpen, the UK’s number one muesli. Helena joined Weetabix in the summer 2017 and impressed the team with the impact she made across the Ready brek, Weetos and Alpen bars portfolios. The Alpen brand is now worth £56m retail sales value and has recently unveiled new innovations including the new No Added Sugar flavours and also Alpen Light Salted Caramel cereal bars.

Jane Richards will also join the marketing team as brand manager – Weetabix Protein and Oatibix. Jane joins the team at Weetabix from Nestlé Cereal Partners, where she has worked successfully across several brands. She will take up her position from April 2018.

Francesca Davies, marketing director at Weetabix Food Company, said: “Weetabix is the 32nd biggest brand in the UK, growing +3.8% in 2017, with a share of advertising voice ahead of its share of sales and a great track record of innovation. We believe we’re driving this growth through investing in our brands and investing in our people. Claire and Charlotte’s fantastic news has created great opportunities for us to grow existing talent and bring in some new. I’m delighted Jane has joined us and I have no doubt that Jane, Zoe, Stuart and Helena will all thrive in their new roles.”