We place cookies on your device for the reasons shown in our cookies policy. Please see our cookies policy for more information about cookies and how to change your settings. Otherwise, continue or close this message to allow all cookies.


Weetabix UK and Ireland makes two senior appointments

It has today been announced that Weetabix Group Marketing Director, Sally Abbott, has been appointed Managing Director of Weetabix Food Company, succeeding Giles Turrell. Francesca Davies, currently Head of Category, will succeed Sally as Marketing Director of Weetabix Food Company UK and Ireland. Both new appointments will come into effect from 3rd July 2017.

Sally Abbott joined the Weetabix Food Company in 2008 as Group Marketing Director, leading some of the nation’s most popular cereal brands in the UK and through their global expansion. Over the past nine years, Sally has overseen some of the company’s most successful marketing campaigns, in turn supporting in the business’ 5% year on year growth . During Sally’s tenure as Group Marketing Director the company’s UK market share rose to its highest ever at 16.9% and Weetabix, the number one cereal brand in the UK, with value sales exceeding £152m for the first time in its 85 year history[1].

Francesca joined Weetabix Food Company UK in 2008 as senior brand manager after rising rapidly through the ranks. In 2011, following notable key successes, Francesca was promoted to Head of Brand before taking on the role of Group Head of Category three years later.

Sally Abbott said: “Fran embodies what we look for at Weetabix – ambition, skill, team spirit and most of all raw passion. Fran has been instrumental to our success with retailers over the past few years. She moved seamlessly from marketing a brilliant brand to designing strategic category growth plans for our retail partners. Her clear vision and strategy for the category, and ability to empower her team to execute it, has not only received recognition at Weetabix but within the wider industry. I’m proud to be able to say Fran was one of my first appointments in the business, and am delighted to have her as my successor.”

As the newly appointed Marketing Director, Fran will sit on the Executive Leadership Team of Weetabix Food Company, overseeing all marketing strategies, insight, innovation and customer care.

[1] Nielsen data 52 w/e 27th May 2017


For more information please call the Weetabix team at Mercieca
on 020 7484 0100 or email

Notes to editors

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.

Weetabix Food Company has been proudly fuelling families around the world for over 80 years with nutritious cereals and snacks produced in Burton Latimer and Corby. 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.