Eggleton joins on December 1 and will be responsible for providing strategic leadership on marketing across UB UK’s entire product range. His brief covers brands such as McV a:m, McV Penguin, McV Homewheat and McV Digestives.
Bulmers announced that Eggleton was leaving one month ago (The Grocer, October 4, p17). His departure was part of the continuing integration of its management team into Scottish Courage after it was bought by Scottish & Newcastle in May.
Eggleton’s move follows United Biscuits’ decision to merge its UK biscuits and snacks operations to form UB UK. KP managing director Will Carter took on the role of MD of the new company (The Grocer, September 6, p18).
Eggleton has 18 years’ experience in the food and drink industry, although he has mainly been involved in the alcoholic drinks market.
He is best known for masterminding the successful advertising and marketing programme for Bulmers’ flagship Strongbow brand.
Before working for Bulmers, Eggleton held senior marketing roles at Guinness and Diageo in the UK and overseas.
Carter said: “We have been a seeking a senior marketing director of the highest calibre, with significant industry experience.
“Eggleton is exactly the person we have been looking for and we are delighted to welcome him to the team.”