Allmond scoops £15m Weetabix

The Allmond Partnership has won the £15m planning and buying account for Weetabix from incumbent PHD. Initiative Media also pitched for the business.

The Allmond Partnership has won the &£15m planning and buying account for Weetabix from incumbent PHD. Initiative Media also pitched for the business.

Allmond will take over the account, which also includes Alpen, Ready Brek, Weetos, Mini Crunch and Weetabix range of cereal bars, from March 1 next year. Outdoor Connection has retained the outdoor media account and will work alongside Allmond. Weetabix’s commercial director Bill Humes oversaw the appointment.

The review of the media account, which PHD had held since it 2000, was announced in September, just weeks before the company was bought by US venture capitalist company Hicks, Muse, Tate & Furst. The company, which also snapped up Ambrosia in September, paid &£642m for Weetabix. It is not clear what Hicks Muse’s plans for the brand are, but it is thought that it will not be assimilated into its existing food portfolio, Premier Foods.

Weetabix has been privately owned by the George family for 70 years. Chairman and managing director Richard George is to remain with the business in a non-executive role, even after he steps down as chairman next April.

Weetabix won the title of best-selling breakfast cereal last year, according to Euromonitor, overtaking Kellogg’s Corn Flakes. It has the second largest market share after Kellogg, with 13.6 per cent.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here