Weetabix to expand team in brand push

Cereal brand Weetabix is seeking two senior marketers.

It is understood that the key appointment will be a head of innovation responsible for the brand’s new product development.

Weetabix is also looking for a senior marketer to oversee product development for muesli brand Alpen. The appointments are in addition to the brand’s existing marketing team and are part of a move to strengthen the department ahead of a planned expansion for 2005.

It is not thought that the changes will affect marketing controller Tony Corp or head of international brand development Andy Harris.

The expansion of the team is one of a number of changes being implemented by chief executive Ken Wood, who joined the company last autumn. He scrapped the role of commercial director following the departure of Bill Hulme last October (MW October 7, 2004).

Wood is understood to be keen to restructure the company in order to improve the efficiency of its new product development and marketing programmes. He has already appointed DDB London to handle the brand’s &£12m advertising account following a competitive pitch (MW December 9, 2004).

The brand was bought by Texan venture capitalist Hicks Muse Tate Furst in 2003. Hicks Muse Tate Furst has recently split the company into two different arms to focus on the US and Europe. The European arm, which includes the Weetabix brand, has yet to be named.