The Weetabix Food Company has launched a dedicated website for its foodservice business –

Live now, the site will support category and channel growth by offering its users ‘The Weetabix Advantage’, including the latest brand news, product information and sector range recommendations, as well as free access to digital sales aids, brand images and POS.

A link from the site will also enable potential customers to be put directly in touch with Weetabix’s Foodservice wholesale trade partners across the UK.

With e-commerce already a big part of foodservice wholesale and expected to expand further in the future, Weetabix Food Company has been developing its e-commerce capability by reviewing product descriptions to ensure optimum web search and has also optimized its product images to be compatible for website, mobile phone and app use.

To support a data led covid recovery, Weetabix has also partnered with data platform Caterlyst to identify new business opportunities in the months ahead and will work closely with its sales partners and foodservice specialists FusionFSM to maximise these. Weetabix has also expanded its foodservice team with the recruitment of Felicity Jones as a channel executive.

Darryl Burgess, Head of Sales at Weetabix Food Company said: “We’ve reviewed and revamped our foodservice offering in the past 12 months by identifying key trends for the post-Covid landscape; convenience; health; sustainability; value; and digital growth. We hope that our new dedicated website will become an integral tool to drive our customers’ business growth, by providing product information, sales aids to support customer conversations and through the direct link to their website.

“Almost all of our products across the portfolio are classified as non-HFSS and 92% our Weetabix’s packaging is already recyclable, so the website will also help to reinforce the Weetabix Food Company’s strong nutritional and health credentials in the cereal category. It will also give us the opportunity to talk about our responsible production and sustainability initiatives, as we know this is really important for the foodservice channel and for consumers.

“Effective use of data will be instrumental in ensuring a strong post-covid recovery, so we are excited to be working with our new partners Caterlyst and our old friends FusionFSM to target and develop key business opportunities.” is live now.

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