Dive Brief:
- Chris Neugent, president and CEO of Post Consumer Brands, is the newest addition to Welch's board of directors.
- Neugent assumed his position at Post Consumer Brands when Post Holdings consolidated MOM Brands and Post Foods last year. He previously served as chairman and CEO of MOM Brands.
- Before MOM Brands, Neugent also held various sales and marketing positions during his 12-year tenure at Frito-Lay, leading up to vice president of marketing for Frito-Lay's wholesome snacking business unit.
Dive Insight:
On Neugent's watch, MOM Brands became the fastest-growing cereal brand in the U.S. over the past decade before Post acquired the company last year. Post hopes a business like MOM Brands can turn around cereal sales for the company, which have dragged in recent quarters, and Neugent's leadership role will have played a part in that effort.
At Frito-Lay, Neugent had his hand in a number of projects: he managed major brands like Doritos, boosted profitability, promoted innovation, and helped bring back the company's "Baked Line" of products. Any time spent in the marketing division of a major company's wholesome snacking business is going to offer insight into the growing segment of better-for-you snacks, which Welch's has been tapping with new categories like Welch’s Freeze Dried and Dried Fruit introduced last year.
Neugent's brand management experience also could offer help to Welch's in having to deal with potential taxes and marketing initiatives targeting sugary drinks. Soda receives most of the attention, but juice producers like Welch's share soda manufacturers' concerns.