JULY 20248IN MY OPINIONIMPORTANCE OF BRANDING IN RETAILBY FRANCESCA THEOKLI, MARKETING DIRECTOR, WEETABIX FOOD COMPANY Brands have an important role to play in retailThere's no doubt it has been a roller coaster ride for food and drink businesses in the UK over the last few years, with shoppers changing their spending habits. A recent YouGov survey found that a third (34 percent) of UK customers are buying mostly own-brand goods in supermarkets as a result. Here at the Weetabix Food Company, we're firm believers in the enduring power of strong brand equity. More than ever in the current climate, brands need to deliver value, be that convenience, superior quality or emotional reward. During turbulent times, we think iconic brands like Weetabix must pack `more' into the average cereal box, whether that's through our great nutritional credentials, our sustainable farming practices and recyclable packaging or with major marketing investment like our partnership with the FA Senior Women England's Football team or promoting girls' grassroots football through the Weetabix Wildcats.Encouraging value through affordable nutrition Weetabix has always been known for providing nutritious breakfasts and healthy choices. In fact, when the HFSS legislation was introduced in 2021, we were Francesca Theokli
< Page 7 | Page 9 >