Sales: £87.9m (+19.3%)
Arguably the biggest beneficiary of the sharing trend in chocolate, M&M’s has turned in confectionery’s greatest growth, worth an impressive £14.2m. Canny marketing and colourful NPD have helped. Last April the brand jumped on the election bandwagon with ads inviting shoppers to vote for their favourite M&M’s character (red, yellow or brown) and launching single colour bags. After the election, the brand offered the chance to win a trip to the United States, with a US-inspired red, white and blue colour mix.