Gavin Loftus, Weetabix on the Go, on mirrors and penguins

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Gavin Loftus

Gavin Loftus

Head of brand, Weetabix on the Go drinks, on colouring in, mirrors and penguins

What was your first ever job? Milkman. Clearly the start of a promising career in milk drinks.

What’s been your worst job interview? While travelling I thought I needed to find a job. I’d got through the interview process with GSK and did the inevitable online tests in an internet café! My head was still in travelling mode. Not sure if I even finished.

What was the first music single you bought? I was a big Charlatans fan - The Only One I Know. I must have been 11 or 12.

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How do you describe your job to your mates? I am the king of Crayola. All I do is colouring in and sit on bean bags and often ask really clever agencies to come up with great ideas.

What is the most rewarding part of your job? Being responsible for building a brand and watching our really ambitious drinks team grow.

What is the least rewarding part? When things go wrong and it is completely out of our control.

What is your motto? ‘All the gear, no idea.’

If you were allowed one dream perk, what would it be? To be able to bring my kids to work more often. Apart from being a lot of fun they see life through such innocent, expansive, optimistic eyes. I love their simplicity and creativity.

If you could change one thing in grocery, what would it be? I wish it was easier for small non-conflicting brand owners to get together to achieve bigger wins.

What luxury would you have on a desert island? Probably a mirror. I’m not too bothered about my vanity but I was once told it is the most valuable piece of survival kit for sending sunlight reflection distress signals.

What animal most reflects your personality? Definitely a penguin. Such fun-loving, busy, sociable little critters.

What’s your favourite film and why? Serpico. A great narrative and a really gritty performance from Al Pacino.

Which celebrity would you most like to work with and why? Obviously Mr T, he loved his glasses of milk. I reckon he would love our WOTG breakfast milk drink.

What would your death row meal be? I am going to want to stretch this one out to ensure my appeal comes through and I get off! I am going to go for my favourite Heston Blumenthal 12-hour spaghetti sauce.