Sally Abbott joined Weetabix as marketing director in 2008 and her role expanded globally with the acquisition of Chinese group Bright Food. A long-serving food and drink marketer, she has also worked at Kraft Foods on brands including Dairylea and Kenco Coffee. With the current focus on healthy eating and a rejection of sugary breakfasts, it would be easy to assume that Abbott has little to worry about but she says a key challenge is to encourage consumers to reconsider a well-known brand such as Weetabix. “In the complex multichannel world where consumer engagement with brands is so important, how can we stay relevant and persuasive?” she asks. “How can I tell people that eating two Weetabix and milk has 50% more protein than an egg?”