Some UK consumers had lost sight of what makes Weetabix so special, both its functional health benefits and the emotional reassurance of starting your day right with a good breakfast.
This presented a critical moment to realign and reassess its approach. The solution saw the brand combine decades of institutional knowledge with solid consumer research to completely realign its media strategy. The results speak for themselves: brand health metrics and consumption improved significantly.
We spoke to Lorraine Rothwell, head of brand at Weetabix, to learn more on how consumer research can unlock the right strategies to drive meaningful growth in times where, to win big, companies need to listen to their customers.
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, Ready brek and Weetos.
The organisation is owned by Post Holdings Inc., a consumer-packaged goods holding company. Weetabix Food Company has been proudly fuelling families around the world for 90 years with nutritious cereals and snacks produced in Burton Latimer, Corby, and Ashton. 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.View full Profile
