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Becky Hain is on-the-go at Weetabix as she takes up the position of Head of Category

Weetabix Food Company UK & Ireland has appointed Becky Hain as the new Head of Category. Becky joined Weetabix as a graduate commercial trainee in 2003, after which she held several National Account Management roles across Morrisons, Iceland, Coop, J Sainsbury’s, Netto and Waitrose. In 2011 Becky left Weetabix to work for Findus Group as a National Account Manager for Tesco, before rejoining in 2012 to run the ASDA account before overseeing the Irish market. In 2015, she took on her most recent role as Head of Sales of the Weetabix On The Go (Breakfast Drinks) business.

This promotion is recognition of Becky’s exceptional track record in devising the sales, channel and category strategy for the Weetabix On The Go product range. While Becky was Head of Sales, Weetabix On The Go grew to become a Top 20 Cereal Brand, selling more than 10 million drinks bottles so far in 2017 and taking an 80% value share of the fast-growing breakfast drinks segment.

In her new role Becky will oversee the development and execution of Weetabix’s vision to drive mutual growth for retailers and the Weetabix Food Company. Becky will take the helm from Fran Davies who was recently promoted to Marketing Director.

Speaking on Becky’s appointment, Kevin Fawell, Weetabix Commercial Director of the UK & Ireland said: “I’m delighted to see Becky take over the reins of our category team in what is a thoroughly deserved promotion. Continued retailer collaboration will be vital as we continue to lead the healthy breakfast category towards growth. Becky has proven herself more than capable through her fantastic management of the breakfast drinks category, forming strong relationships with retailers, listening to their needs and suggesting bespoke product and customer solutions that have seen our category partnership go from strength to strength.”

Becky Hain said: “I’m really excited to take on this new challenge at a time when Weetabix is experiencing incredible growth, achieving our highest ever market share and exceeding £150m in value sales for the first time ever. I’m looking forward to working alongside a great team to continue driving growth into the category and to follow in the footsteps of Fran Davies, who has set the standard not only within Weetabix but also in the wider industry.”

Becky’s appointment is one of a number of recent changes at the top for the breakfast brand, including the appointment of former Group Marketing Director, Sally Abbott as Managing Director for UK & Ireland. The changes follow the recent £1.4bn acquisition of the company by Post Holdings Inc.


For more information please call the Weetabix team at Mercieca

on 020 7484 0100 or email

Notes to editors 

  • Weetabix, the number one cereal brand in the UK has achieved value sales exceeding £150m for the first time in its 85 year history. 
  • Weetabix On The Go, has also announced that it has sold over 10 million bottles this year alone with the brand currently holding a 80% share of the breakfast drinks category 
  • As the nation’s favourite breakfast cereal, Weetabix is bucking the downward trend in the total category, with value sales up +4% and volume up +4%[1]
  • Well-performing sub-categories including high sales of protein cereals (up +7.3%) are helping growth - Weetabix owns a 54% share of the protein sector


About Weetabix Food Company

Weetabix Food Company makes Weetabix, the UK’s number one selling, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for the past 85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya Germany and Spain and exports to more than 90 countries around the world.

[1] Nielsen 52 w/e 24/12/16

²Nielsen Scantrack MAT WE 10.06.17