Lambert & Butler

1. Lambert & Butler

Down: £104.2m

We’re stubbing out the Lamberts in favour of a cheaper smoke. Brand owner Imperial points the finger at value cig brands such as Sterling (see p40) and the growth of rolling tobacco (up 10.9% on volumes up 3.8%) for the source of much of the brand’s losses. But it says it will continue investing in the brand.

2. Huggies

Down: £50.3m

Few will be shocked to see Huggies on this list, as Kimberly-Clark pulled its core nappies from the market. Pressure from own label had made it impossible for KC to build a sustainable nappy business in the UK, but it’s own label, not Pampers, that benefited most from Huggies’ exit, with sales up 37.3%.

3. Hovis

Down: £33.9m

Hovis’s place on this list also comes as no real surprise. The loss of a big Co-op contract has taken its toll, as has general pressure on the bread category. Owner Premier Foods, which is looking for investors to help it develop its bread business, says it’s determined to return Hovis to profit and will not chase volumes.

4. Flora

Down: £25.3m

Flora’s been on a slippery slope ever since its 2012 reformulation, which prompted uproar from some consumers. Now Unilever is pumping £12m into a new campaign aimed at luring lost shoppers back. It will be an uphill struggle: butter is booming while margarine is looking decidedly out of fashion.

5. Country Life Milk

Down: £24.8m

Country Life’s decline has taken the brand down in our fresh milk ranking from second to third. The decline is for the most part down to brand owner Dairy Crest’s withdrawal from the milk market, which saw it hive off its milk delivery business in the North West earlier this year.

See The Grocer’s full Top Products Survey.

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