Cereal, energy and snack bars.(Sarah Heynen joins United Biscuits PLC)(Praveen Vijh joins Eat Natural Ltd.)(Giuseppe Banchini joins Kraft Foods International Inc.)

The growth of cereal bars as a breakfast substitute makes this a vibrant market.

MAIN PLAYERS

SARAH HEYNEN, Brand director, United Biscuits

Heynen joined UB in 2003 as brand director for McVitie's. In 2006 she became marketing director across sweet biscuits and is now also responsible for UB's cereal bar brands.

Ed Culf, Marketing director, General Mills UK and Ireland

Culf joined General Mills in 1996 as brand manager for Haagen-Dazs ice cream. He took up his present role in 2008.

PRAVEEN VIJH, Co-founder, Eat Natural

Vijh oversees the company's marketing activities for what has become a pounds 45m brand distributed …