Weetabix has hired from within for its new managing director, promoting commercial director Colm O’Dwyer to the post.

O’Dwyer will take up the role in October when current managing director Sally Abbott becomes a strategic adviser to the brand after nine years of leading the business.

Abbott, who was previously marketing director at the cereal brand, has helped it weather a challenging economic period and has seen it grow its portfolio with the acquisition of Lacka Foods (UFit) and Deeside Cereals in recent years.

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She will work with O’Dwyer, until March 2025 in order to secure a smooth transition period.

O’Dwyer joined the business in 2016 from Coca-Cola Enterprises to become the general manager of the Weetabix On-The-Go business, before assuming the role of commercial director in 2018, and Weetabix’s international business in 2022.

The cereal brand’s owner Post’s president and chief executive officer Robert V. Vitale said: “Sally has been an exceptional leader, helping to successfully integrate Weetabix into Post and building on the success of this iconic company.”

“We wish Sally the best as she approaches her next chapter and congratulate Colm on his new role. Colm’s experience across innovation, brand management revenue growth and customer relationship makes him exceptionally qualified to lead Weetabix.”

The cereal brand is currently considering candidates to appoint to the commercial role vacated by O’Dwyer’s promotion.