Weetabix calls Alpen review after takeover

Alpen, the Weetabix Food Company muesli brand, is reviewing its advertising agency requirements.

Alpen: ad agencies have been contacted
Alpen: ad agencies have been contacted

It has approached shops ahead of a pitch and hopes to have completed the process by the end of July. The review is being handled by Oystercatchers. 

The incumbent is Bartle Bogle Hegarty, which will continue to work on Alpen’s sister brands Weetabix and Weetabix On The Go. 

The review kicks off just weeks after the Weetabix Food Company was acquired by US consumer goods group Post Holdings in a deal worth £1.4bn. Chinese food-and-drink manufacturer Bright Food had held a majority stake in the Weetabix Food Company since 2012. 

As part of the deal, Weetabix marketing director Sally Abbott was promoted to UK and Ireland managing director. 

The pitch also follows the appointment last summer of Stuart White to Alpen’s head of brand with a brief to strengthen customer engagement and attract millennials. White was previously at L’Oréal and Omega Pharma.

The Weetabix Food Company’s port-folio also includes Ready Brek, Barbara’s and Weetos. 


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published