Sally Abbott

Managing Director
Weetabix Food Company

Sally West

Sally Abbott is the Managing Director of The Weetabix Food Company. Weetabix is the second largest cereal manufacturer in the UK and the Weetabix brand is UK’s number one breakfast cereal. Weetabix sells breakfast cereals, breakfast drinks and cereal bars, and today, half of all UK family homes contain Weetabix branded products.

She is responsible for all operations, including manufacturing, procurement, marketing and sales across both branded and private label products and leads the company agenda on Environmental, Social and Governance (ESG) and Diversity and Inclusion.

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 90-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.


  • Director, Food & Drink Federation (FDF), which represents more than 1000 food and drink companies in the UK


  • Marketing Academy Mentoring Award 2021
  • Marketing Academy Fellow, 2018
  • Marketing Week Vision 100, 2015