Weetabix names UK & Ireland commercial boss

By James Ridler contact

- Last updated on GMT

Weetabix has appointed Colm O’Dwyer as commercial director of its UK & Ireland operations
Weetabix has appointed Colm O’Dwyer as commercial director of its UK & Ireland operations
Weetabix Food Group has appointed Colm O’Dwyer as commercial director of its UK and Ireland operations.

He will be responsible for leading the sales, trade marketing and category management team to deliver profitable growth, working closely with UK and Ireland group md Sally Abbott.

O’Dwyer joined the Weetabix drinks team in 2015 before becoming general manager of Weetabix on the Go in 2016.

In this role, O’Dwyer helped the brand become a market leader with a market share of 77%, growing to be worth more than £20M.  

Market leader

Prior to joining Weetabix, he began his career at Exxon Mobil before moving to Coca-Cola Enterprises, where he had experience right across the commercial business in various sales and marketing roles.

It’s a fascinating time to take up this role – with the breakfast market evolving, increased pressure for companies to do the responsible thing and a fantastic set of principles and pipeline of innovation here at Weetabix,” ​said O’Dwyer.

“I’m already getting stuck in to make sure we continue to work with our retail partners to deliver better breakfasts to more households in the UK and Ireland.”


O’Dwyer succeeds Kevin Fawell, who leaves the business after serving four years in the role of commercial director.

Abbott said: “I’d personally like to thank Kevin for all of his hard work over the past four years and for his support and challenge during that time.

“I’m delighted to appoint Colm in this new role, where he will join the executive leadership team. We’ve seen what a brilliant leader he is – and I’m excited about how he will drive our customer and commercial teams forward.”

Meanwhile, Weetabix HR director Stuart Branch told our sister title Food Manufacture ​why the company was confident to publish its gender pay gap data early, in our exclusive interview. 

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