Weetabix has announced the appointment of James Bruce as its new Commercial Director.
Previously employed by the Tropicana Brands Group as UK&I Commercial Director and Commercial Strategy Director for Europe, he played a key role in its creation as a standalone business following its separation from PepsiCo. He also spent 20 years at Danone, leading the development of brands such as Actimel and Activia.
Colm O’Dwyer, Managing Director of Weetabix, said: “We’re delighted to welcome James to the Weetabix team. With strong experience in driving business growth, creating dynamic commercial strategies, and raising vital engagement with customers in both the UK and Europe, he is a perfect addition to the Weetabix family.
“I look forward to working closely with James as he brings his wealth of experience, energy and enthusiasm to his new role.”
Bruce will be leading the Weetabix Commercial Team in the UK and internationally, a role previously held by O’Dwyer, who became the breakfast cereal maker’s Managing Director in October.
