Weetabix appoints E Fundamentals to drive online performance

Weetabix bowl shot.jpg

November 2018

Weetabix Food Company has appointed eCommerce analytics platform, E Fundamentals, to help drive its current eCommerce performance and outline its future online strategy.

Weetabix has appointed the eCommerce analytics provider as it looks to ensure brands are easy to find and information is consistently presented to shoppers in store and online. The partnership will also ensure that the nation’s favourite cereal has ‘brilliant basics’ in place online and is equipped to evolve with the changing shopper landscape.

E Fundamentals will also support with upskilling Weetabix’s UK sales and marketing division across its brand portfolio, which includes Weetabix, Alpen, Ready Brek and Weetos, to build internal capabilities and incorporate eCommerce within future brand plans.

2019 will see the continuation and evolution of Weetabix’s award winning ‘Have You Had Your Weetabix?’ campaign. The partnership with E Fundamentals aims to replicate the strong visibility Weetabix has already built with shoppers online, through improved search terms and product information.

A comprehensive product range and evolving consumer landscape has led Weetabix to apply greater focus on its eCommerce strategy to enhance product performance, starting with the rollout of the E Fundamentals analytics platform in the UK – currently one of the biggest ecommerce grocery markets in Europe. E Fundamentals’ online tools will equip Weetabix with actionable data so the brand can disrupt and expand in a competitive category.

E Fundamentals will help Weetabix build a strong eCommerce foundation across all brands by establishing best practices and helping to increase overall breakfast category value for online grocery retailers. The service will support the company by seamlessly integrating eCommerce into its wider business and driving online sales through its ‘8 Fundamentals’ framework.


Ed Harman in a circle.gif

Ed Harman, Head of Channel Strategy, Weetabix, said: “Having assessed the market, we’re really proud to partner with E Fundamentals. They’re the only eCommerce analytics provider that showed us how to get beyond fixing the basics and to grow our online channel through actionable insights. They’ve put a powerful tool in the hands of our Sales, Marketing & Category teams which will strengthen our relationship with retailers, helping to boost their sales, amplify our activations and keep our business priorities at the heart of the online sales strategy.”


John in circle .png

John Maltman, Founder and CEO of E Fundamentals, said: “As the leading cereal brand in the UK, we are proud to have won the business of such an ambitious category leader like Weetabix. E Fundamentals will help them to build on their strengths, such as innovation launches and category advice, by equipping their team with the insights they need to capture the voice of the shopper, bring the category strategy alive and plan effective promotional campaigns. We're committed to partnering with Weetabix to drive their online revenue by delivering above the line category growth and consumption through our unique eCommerce analytics service."


About E Fundamentals

E Fundamentals is a British-built, world-leading eCommerce analytics platform that delivers a Return on Intelligence. By optimising sales performance against ‘The 8 Fundamentals’ framework, the company enables its wide range of international clients to generate fast and profitable growth through online retailers. The E Fundamentals service effectively up skills sales and marketing professionals for major brand owners including Nestle Purina, General Mills, Kerry Foods, Jacobs Douwe Egbert, BirdsEye, Edgewell and Quorn.


For further information on E Fundamentals, please contact:

Will Parrott/Emma Cheshire, Propeller PR


020 3301 5335


About Weetabix Food Company

Weetabix Food Company makes Weetabix, the UK’s number one selling, most trusted and most recommended cereals. It is home to some of Britain’s most famous and iconic brands including Weetabix, Weetabix Minis, Alpen, Weetabix On The Go Breakfast Drink, Ready Brek, Weetos and the popular Alpen bars.

The organisation is owned by Post Holdings Inc., a consumer packaged goods holding company. Weetabix Food Company has been proudly fueling families around the world for the past 85 years with nutritious cereals and snacks produced in Burton Latimer, Corby and Ashton. The company which has its global headquarters in Northamptonshire, operates across North America, South Africa, Kenya, Germany and Spain and exports to more than 90 countries around the world.


For more information on Weetabix please call the Weetabix team at Mercieca

on 020 7484 0100 or email Weetabix@mercieca.co.uk


EF Marketing