Weetabix Food Company has appointed Emma Varlow as general manager of Weetabix On The Go to help take the brand on the next stage of its journey – increasing penetration and ensuring On The Go continues the success its had to date.
Varlow will report into Sally Abbott, managing director UK & Ireland, Weetabix Food Company, and will be responsible for the growth of the On The Go team in a competitive category. Weetabix On The Go (Original and Protein) is an £18m brand and the biggest breakfast drink in the £26m category.
Varlow is an advocate for Weetabix developing its own talent having joined the company as part of the graduate scheme in 2000, and has vast experience from her roles across the business. During her 18-year tenure, Varlow has been responsible for Weetabix’s International Division, including general manager for China & Asia, and prior to this appointment she spent three years as head of customer and commercial brands.
As part of her role, Varlow will be responsible for exploring new routes to market for Weetabix On The Go, as well as increasing penetration of the brand in grocery, convenience, foodservice and food to go.
Varlow will also oversee increased investment in TV, Radio, Social and in-store campaigns to drive sales for Weetabix On The Go, Protein On The Go and On the Go Kids as part of Weetabix’s £10m masterbrand outlay.
Varlow says: “We created Weetabix On The Go to meet the changing needs of the breakfast landscape with more people looking for convenient and nutritional options when on the move. We’ve had massive success and are the UK’s number 1 breakfast drink, but we have to continue looking forward and investing in our brands in order to grow in an increasingly competitive landscape, which now includes own-label propositions.
“Breakfast drinks are the most impulsive part of the cereal category and we believe there is a massive opportunity to help retailers tap into the demand for chilled breakfasts on the move. Earlier in 2018 we launched On The Go Kids and we will continue to push these in the year ahead. After establishing and leading the on the go breakfast drinks sector, we’re excited to kick on with the next chapter of our journey and will be working closely with retailers to capitalise on the growing market.”
Abbott says: “Weetabix On The Go has been a huge success since its launch – helping to create and lead the category. Emma has in-depth knowledge of the breakfast sector and she will be an invaluable addition to the On The Go team as they look to build on their position as the number one brand in the sector and increase distribution of our drinks brands.”