Bruce bowls into Weetabix

Weetabix has hired James Bruce as its new commercial director and a member of its Executive Leadership team.

Previously working with Tropicana Brands Group as UKI commercial director and commercial strategy director for Europe, Bruce played a key role in piloting its creation as a new business following its separation from PepsiCo.

This follows over 20 years’ experience in senior roles with international food and drink company, Danone where he drove the success of flagship brands such as Actimel and Activia in the UK and a number of markets in Europe.

Colm O’Dwyer, managing director of Weetabix, said: “We’re delighted to welcome James to the Weetabix team.

“With strong experience in driving business growth, creating dynamic commercial strategies, and raising vital engagement with customers in both the UK and Europe, he is a perfect addition to the Weetabix family.

“I look forward to working closely with James as he brings his wealth of experience, energy and enthusiasm to his new role.”