Weetabix has welcomed Olympic champion Mo Farah to its Burton Latimer and Corby factory sites as part of the brand’s latest Weetabix All-Stars campaign.
The visit brought one of Britain’s most recognisable sporting figures to Weetabix’s Northamptonshire operations, where large teams are based across production, engineering and support roles. During the visit, Mo met staff working across the Weetabix, Weetabix Minis and Alpen plants, recognising their contribution to producing the UK’s best-selling cereal.
As part of the day, Mo officially opened the staff canteen to mark the company’s Christmas dinner, spending time with employees and taking part in celebrations at both sites. The visit was designed to thank colleagues for their work throughout the year, while reinforcing Weetabix’s long-standing connection with British sport.
The Weetabix All-Stars campaign features a line-up of high-profile athletes including Jessica Ennis-Hill, Ade Adepitan and Leah Williamson. It focuses on the role Weetabix has played in supporting sporting journeys, while positioning the brand as part of everyday life for households across the UK.
During conversations with staff, Mo shared personal reflections on growing up with Weetabix as a regular part of his breakfast routine. He spoke about the importance of nutrition, discipline and consistency, while emphasising that the benefits of a balanced breakfast are accessible to everyone, not just elite athletes.
Colm O’Dwyer, managing director at Weetabix, said the visit was a significant moment for teams based in Northamptonshire. He said Mo’s presence gave colleagues a boost and provided a fitting way to recognise the efforts of staff across the business, particularly in the run-up to Christmas.
Weetabix employs hundreds of people across its Burton Latimer and Corby manufacturing sites, which play a major role in Northamptonshire’s food manufacturing sector. From its local headquarters, the business produces a portfolio of well-known brands including Weetabix, Ready Brek, Alpen and Weetos.
The company exports its products to more than 80 countries worldwide, with Northamptonshire remaining central to its global operations. The visit highlighted the county’s continued importance as a hub for large-scale food manufacturing, logistics and export activity.
