Cushelle toilet rolls

Sales: £58.6m (+14.9%)

Cushelle’s manufacturing technique uses heated air to boost softness and absorbency, says brand manager Sian Dixon. “This is likely to capture the attention of shoppers looking for something extra from their toilet tissue,” she says. The brand’s £7.6m growth was partly driven by a 6.7% increase in average unit price, helped no doubt by TV ads and a Good Housekeeping Reader Recommended accreditation in 2015. Proof that brand owner SCA Hygiene’s story isn’t all hot air!