Kellogg’s has appointed a former Coca Cola director as its new director of sales.
Chris Silcock was grocery channel director at Coca Cola European Partners and is credited with helping the firm add more retail value growth than any other soft drinks manufacturer last year (+£80m retail sales). He also led the development and implementation of a new pack and promotional strategy in response the the Government’s soft drinks tax.
At Kellogg’s he will work out of MediaCityUK, reporting directly to Oli Morton, the managing director for Kellogg’s UK & Ireland.
“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,” explained Morton.
“His experience at Coco Cola European Partners helping the company navigate the nutrition debate will also be extremely valuable to Kellogg’s as we continue our health and wellbeing leadership journey.”
Morton, who is Silcock’s predecessor in the senior sales director role, announced a complete overhaul of the brand’s cereals at the end of last year.
This included a reformulation of products aimed at children to reduce sugar while maintaining taste.
Silcock joins in the middle of next month.