Weetabix Food Group has unveiled another exciting new appointment with the announcement of Alison Robinson as Head of Sales for Weetabix On The Go Drinks.

Alison will be responsible for developing and leading the commercial agenda for the Weetabix On The Go drinks range. She will work closely with retail partners to execute a compelling programme for the portable breakfast category, of which Weetabix On The Go drinks holds a strong leadership position with 77% share of the breakfast drinks market.

Prior to joining Weetabix, Alison gained significant experience in FMCG in a variety of environments including grocery, impulse, convenience, foodservice, commercial planning and commercial operations, latterly at Britvic Soft Drinks Ltd.

Alison succeeds Becky Hain who has moved into the role of Head of Category. Alison says: “I’m pleased to join the company at such an exciting time.

Weetabix On The Go is market leading and has sold over 60 million bottles since launching in 2014.

There is a growing demand from consumers for a healthy breakfast on the move – bringing together convenience and taste. The opportunity for Weetabix On The Go is now and we’re looking forward to introducing new customers to our food to go portfolio.”

Colm O’Dwyer, Commercial Director UK & Ireland, says: “We are delighted to welcome Alison to the team. People are at the heart of everything we do here at Weetabix and Alison is a strong commercial operator who builds strong relationships. There’s no doubt she has the energy and commercial attitude to succeed in the evolving breakfast market, where food to go plays an important part. We want to create a work culture that attracts top talent and we’re pleased that Alison will begin the next chapter of her career with us.”

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