Magic Breakfast speaks to Fran Theokli, Chief Marketing Officer at Weetabix

We spoke to Fran Theokli, Chief Marketing Officer at Weetabix, about their partnership with us, including highlights so far and what they are most excited about in the future!

Thank you to everyone at Weetabix, we are so grateful for your support.

Could you tell us about Weetabix and what your role is?

At Weetabix, we describe our mission to ready the nation with nutritious goodness, made the right way! Weetabix is 94 years young and proud to be the Nation’s favourite breakfast choice and number one cereal brand. My role is to help Weetabix better understand and serve our consumers. That means understanding what consumers need, making sure our products and communications stay relevant, and leading a fantastic marketing and new product development team that work hard to serve our consumers with brands and products that they love.

What drew Weetabix to partner with Magic Breakfast in 2020?

Our purpose is rooted in helping people get the very best out of their day- and that starts with breakfast. Sadly, too many children begin school hungry, which affects their ability to learn and thrive. Partnering with Magic Breakfast allowed us to take meaningful action, providing nutritious, tasty cereal to those who need it most and helping tackle child morning hunger at scale.

What has been a highlight of partnering with Magic Breakfast so far?

What stands out most is the tangible impact. Since 2020, we’ve helped provide millions of breakfasts to children across the UK, ensuring they can start the school day ready to learn. I also love how the partnership brings our colleagues closer to the cause, whether through school visits, volunteering or storytelling, making it something the whole business feels proud to be part of.

What are you most excited about for the future of the partnership?

I’m excited about deepening the partnership beyond food provision; amplifying awareness, engaging more colleagues and consumers, and playing a role in driving long-term change. Together, we can make an enormous difference.

And finally (we have to ask!), what’s your favourite breakfast? 

It has to be Alpen and Weetabix thrown together – delicious, filling and nutritious. The breakfast of champions some might say!