Sales: £370.6m (+1.9%)

Advertising investment and the development of its moist wipes business have helped Andrex’s value and volume climb in equal measure. But with paper products the first to be hit by Tesco’s SKU cull, Andrex announced a major makeover this month, with several variants ditched and a new vibrant packaging design arriving. The revamp also sees Andrex’s wet and dry products marketed together for the first time. What hasn’t changed is the presence of that Labrador retriever puppy.