Weetabix entrusts Scott Bayliss with wholesale and convenience remit

Leading cereal brand Weetabix has recently added the responsibility of wholesale and convenience to Scott Bayliss – head of sales for Weetabix.

Bayliss takes on the channel after joining Weetabix in 2019 initially as head of sales for grocery multiples, high street discounters and online. He brings with him over 25 years of experience in wholesale, convenience, and grocery channels with other industry giants such as the Silver Spoon Company, Pilgrims and Molson Coors.

Bayliss will be responsible for wholesale and convenience channels, whilst also continuing to have oversight of the Tesco, Aldi and the Iceland business for Weetabix.

“I’m delighted to take the reins in this new position. We take these channels very seriously at Weetabix, we are aware that they represent a huge number of customers. I’m looking forward to working with both our long-standing customers and those we are meeting and working with for the first time in the months ahead,” he commented.

“I’ve always prided myself on working productively and collaboratively, and this is a philosophy I am keen to deliver on with our internal and external teams in this new role. We’ve got so much exciting activity coming up from our brands in 2024, and we’re looking forward to working closely with our REL field sales team to create theatre, excitement and engagement in depot and in store.”

Bayliss will report into commercial director, Colm O’Dwyer, who said: “Scott has been a highly valued member of the senior commercial team since he joined us at Weetabix Food Company in 2019.

“His instincts are razor-sharp, and he is wholly embedded in the channels he works with, valuing each and every one of our customers equally. His wealth of industry knowledge is the backdrop to each strategic decision, and that expertise is abundantly clear in every conversation. I know that Scott will be instrumental in delivering continued and consistent growth, both for Weetabix and the wider cereal category as a whole.”