belvita ad

Sales: £70.9m (+15.7%)

After its growth slowed in 2014, Belvita has picked up again, reasserting its dominance of breakfast biscuits with further NPD and a return to TV in September. Last August it introduced Soft Bakes, which have added £4m in four months. “Our success has been driven by product performance,” says Mondelez biscuits category lead Rick Lawrence, who cites its 62% repeat rate and continued innovation as key growth drivers.

“Each new product has a distinct purpose to bring in new consumers to the brand.”