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Sally Abbott

Managing Director, Weetabix UK and Ireland

Sally Abbott is the Managing Director of Weetabix UK and Ireland for Post Holdings, Inc. Weetabix is the second largest cereal manufacturer in the UK and the Weetabix brand is UK and Ireland’s number one breakfast cereal. Weetabix sells breakfast cereals, breakfast drinks and cereal bars, and today, half of all UK/Irish family homes contain Weetabix branded products.

She is responsible for all operations across supply chain and commercial functions, including manufacturing, marketing and sales across both branded and private label products.

Sally joined Weetabix in 2008 as Group Marketing Director while the company was owned by Lion Capital. She was part of the management team during the following period of joint- ownership by Shanghai-based Bright Food Group and Barings PE Asia. During this time, she helped lead Weetabix to a market share of 16.9 percent, the highest in the company’s 85-year history. Sally stepped into the Managing Director role in July 2017 when Post Holdings acquired the company.


Sally began her career as a graduate with Unilever before joining Kraft Foods, where she worked across all food categories in the UK and International markets. At Kraft Foods she won two President’s awards and a Global Media Award. She is an alumni of the Marketing Society’s Leaders’ Programme.

Sally has an Honours degree in Modern Languages from Sheffield University.


  • Marketing Academy Fellow, 2018
  • Marketing Week Vision 100, 2015

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