lurpak ad

Last year: 16

Sales: £296.1m (+0.2%)

Britain’s bestselling butter brand shrugged off the difficulties faced by many rivals by posting a modest (£683,000) increase in value sales as block butter bucked the general decline in the category.

Sales were helped by a 3.2% fall in average price, contributing to a 4.5 million unit (or 3.5%) volume increase. Arla says the “visceral” multimillion Game On, Cooks campaign, launched in September, was one of its best performing, driving penetration by 93% in September and October.