Alison Robinson

Alison Robinson

Weetabix Food Group has named Alison Robinson as the new head of sales for its on-the-go drinks business.

Robinson has fmcg experience in a variety of environments, including grocery, impulse, convenience, foodservice, commercial planning and commercial operations. She joins Weetabix from Britvic, where she spent almost 12 years, starting in 2006 as business development manager – Tesco.

After holding titles such as commercial sales strategy lead and head of immediate refreshment strategy GB, she reached the position of head of innovation commercialisation GB, working with NPD for Britvic’s new and established brands.

At Weetabix, she has succeeds Becky Hain, who has moved into the role of group head of category. Robinson will be responsible for developing and leading the commercial agenda for the Weetabix On The Go drinks portfolio, working with retail partners.

Robinson was “a strong commercial operator who builds strong relationships” said Colm O’Dwyer, Weetabix commercial director for the UK & Ireland. “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.”

Her appointment comes after Weetabix saw its drinks soar in value last year, adding 54.2% to reach £19.8m [Nielsen 52 w/e 9 September 2017].

Robinson said she was “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.”