Magazine article Marketing

Kellogg Chief Departs amid Global Rebrand

Magazine article Marketing

Kellogg Chief Departs amid Global Rebrand

Article excerpt

Stephen Twaddell leaves company as brand faces 'most significant update' yet.

Kellogg has parted company with its European president Stephen Twaddell as it embarks on a global rebranding billed as the 'most significant update' of its corporate identity in the company's history.

The plans for a fresh brand identity, announced earlier this month, have been unveiled following a decline in sales at the food company in the first quarter of 2012, which it linked to a 'continued weakness' in European sales.

It recorded net sales of dollars 538m (pounds 343m) in Europe for the quarter to 31 March, down 13.4% on the same quarter a year ago. Operating profit in Europe was also down 22.8% year on year, to dollars 78m (pounds 50m).

Kellogg said Twaddell has left to pursue other opportunities. He joined Kellogg in 1986 as a sales representative in Northern Ireland. He has held several sales and senior management roles at the company, and was named president of Kellogg Europe in 2010.

It is understood that his role, which includes European marketing, is being overseen in the interim by Paul Norman, the senior vice-president and head of Kellogg International.

A source close to the business said that its bestselling brands in the region, Crunchy Nut and Special K, are under particular pressure due to unimpressive sales. …

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