Alison Robinson

Weetabix Food Group has appointed Britvic veteran Alison Robinson as head of sales for its on the go drinks. Robinson will be responsible for developing and leading the commercial agenda for the range, said the company in a statement.

She will work closely with retail partners to execute a compelling programme for the portable breakfast category, it added. Weetabix on the go drinks range holds a strong leadership position in he breakfast drinks market with a 77 percent share.

“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,” said Colm O’Dwyer, Commercial Director UK & Ireland, at Weetabix. “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.”

Robinson has significant experience in FMCG in a variety of environments including grocery, impulse, convenience, foodservice, commercial planning and commercial operations. She has joined Britvic Soft Drinks in 2006 as a business development manager and worked her way up to the role as head of innovation and commercialisation. She also headed impulse and grocery divisions at Britvic.

“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,” responded Robinson.

She succeeds Becky Hain who has moved into the role of Head of Category.