Sales: £295.6m (-1.3%)

Britain’s biggest butter brand has lost £4m due to fierce deals aimed at halting own label’s growth in the butters & spreads market.

Price cuts have helped the brand sell an extra 3.2 million (+2.5%) units, while not being so severe as to undermine value market share, which Arla says has grown.

The premium Cook’s Range was scrapped in July due to poor sales. “We were trying to change consumer habits,” says senior director Mike Walker. “It’s really difficult.”