Kellogg’s UK has promoted speciality controller Mike Taylor to the position of sales director. He will become a board member and report to UK MD Greg Peterson as the company tries to elevate its snacks sales to the same levels enjoyed by its cereals business.

Taylor will be in charge of the sales strategy for Kellogg’s and its negotiations with some of the world’s largest retailers, including multiples, c-stores, cash & carry outlets, wholesalers and hospitality. He was previously at Kraft, where he worked in sales, national accounts, trade planning, category management and sales leadership roles.

Taylor had impressed the board in his previous role managing Kellogg’s sales to convenience and non-multiples, said Peterson. “Taylor has a proven track record at the highest level in sales, both here at Kellogg’s and in his previous roles at Kraft,” he said. “The business, which is performing so well, is in great hands for the future.”

The company said a decision had yet to be made on who would replace Taylor as speciality controller. Taylor replaces Jean-Yves Heud who has been named managing director of Kellogg’s Australia and New Zealand business. Peterson said Heud was a tremendous asset to the company and had delivered superb results, particularly for the snacks business.

“It’s a great compliment when one of our team is offered a leadership role overseas,” he said. “We have excellent talent here in the UK and Jean-Yves moving on gives us an opportunity to see that talent spread throughout the Kellogg’s world.”

Meanwhile, marketing director Kevin Brennan has become general manager of snacks in addition to his current role. “Kevin Brennan has been an integral member of our board over the past four years,” added Peterson. His new role would be particularly important as Kellogg’s strived to make its snacks business as big as its cereal business, a feat the American arm of the company has already achieved.