Kellogg appoints UK marketing director

Cereal brand Kellogg has appointed Kevin Brennan as its UK marketing director following the promotion of marketing chief Michael Allen to senior vice-president for marketing, Kellogg’s Snacks.

The move sees Allen return to the US after two years as UK marketing director. Brennan joins the UK from Kellogg Australia & New Zealand, where he was marketing director. He was previously director of European marketing.

Brennan, who has been with Kellogg for five years, is credited with helping to turn around the Australian division, which operates in a highly competitive cereal market. Kellogg’s sales in the region have grown by five per cent in 2002 and 2003.

He is joining the UK division with a remit to sustain the brand’s sales growth. It has a 40 per cent share of the UK cereal market, although Weetabix overtook Corn Flakes as the nation’s favourite breakfast cereal in 2002. Kellogg has also had significant success in the cereal bar market with its Nutri-Grain brand and the Special K cereal bar extension, which is now the market’s number one selling brand.

Allen moved to the UK to take over the top marketing post after marketing director Guy Longworth left the company “by mutual consent” to pursue other interests (MW June 27, 2002). Allen was previously vice-president of US marketing for ready-to-eat cereals.

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