Kellogg’s appoints senior sales director for UK

By Gwen Ridler

- Last updated on GMT

Kellogg's has appointed former CCEP grocery channel director Chris Silcock as UK senior sales director
Kellogg's has appointed former CCEP grocery channel director Chris Silcock as UK senior sales director
Breakfast cereal brand Kellogg’s new UK senior sales director Chris Silcock – formerly Coca-Cola European Partners (CCEP) grocery channel director – will help it address nutrition concerns, the company has claimed.

Silcock, who is joining Kellogg’s senior leadership team in the UK, will report directly to Oli Morton, managing director of Kellogg’s UK & Ireland. He will be based at the company’s new HQ in MediaCity from mid-September.

During his time with CCEP, Silcock helped the business grow retail sales by £80m in 2017. He also led the development and implementation of a new pack and promotional strategy in response to the Government’s Soft Drinks Industry Levy.

Prior to this, he held roles at Coca-Cola Enterprises as a field sales director and worked for 13 years at Asda Walmart in a number of different roles, including as impulse grocery category director.

‘A great leader’

Commenting on Silcock’s appointment, Morton said: “Chris is a great leader and we are delighted to welcome him to our leadership team to run our commercial agenda with our trade partners across the UK.

“His experience at Coca-Cola European Partners, helping the company to navigate the nutrition debate, will also be extremely valuable to Kellogg’s as we continue our health and wellbeing leadership journey.”

CCEP’s general manager and vice president Leendert den Hollander thanked Silcock for his contribution to the business and wished him well in the next phase in his career.

‘Newly established role’

He added: “I am pleased to announce that Rob Harris, currently our out-of-home sales director, is being promoted to the newly established role of vice president of sales across all channels and customers from September onwards.”

Silcock’s appointment followed Morton’s promotion from senior sales director to managing director of the UK and Ireland business.

He announced a complete overhaul of the company’s breakfast cereals at the end of last year, including a reformulation of cereals aimed at children, to reduce sugar while maintaining taste.

Meanwhile, Young’s Seafood has appointed Billy Storer​, who previously led 2 Sisters Food Group’s ready-to-eat and ready-to-cook production at its Derby site, as head of operations at its Humberstone Road facilities in Grimsby.

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