Vision 100


Sally Abbott

Group marketing director

Weetabix Food Company

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?”

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