Weetabix bolsters On the Go marketing team with ex-Jordans Cereals controller Gavin Loftus

Weetabix has strengthened its marketing arm with the appointment of former Jordans UK cereal marketing controller, Gavin Lotus, to the position of head of brand of its On the Go breakfast drink range.

Lotus will lead marketing development for the product as Weetabix looks to take a slice of the burgeoning breakfast drinks market which is set to be worth £100m by 2021.

Before joining Jordans and Ryvita, Loftus learnt his trade at Reckitt Benckiser, Diageo and Nestle Waters, giving him over ten years’ international and cross-category experience of the sector.

Commenting on his new appointment, Loftus said: “I’m immensely excited to come back into the world of drinks and work for such an iconic British brand as Weetabix, particularly to be a part of the development of its product innovation within the breakfast market at such an in-demand time.

"I look forward to working with a product that facilitates this growing trend while hopefully doubling the size of the brand in 2016," he added.

Also joining the Weetabix team is former Nivea brand manager Victoria Westwood, who's set to take up the role of senior brand manager, and Matthew Putner who will arrive as senior category innovation manager from Premier Foods.

Weetabix announced it was to undergo a digital revamp at the start of 2016, working with The Real Adventure Unlimited to revamp its websites.

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