Sales: £299.5m (+1.8%)

A hefty increase in price has helped lift Lurpak sales tantalisingly close to the £300m mark despite falling unit sales. Strong competition from own label is to blame for lower volumes, says Mike Walker, business unit manager at Arla. “In the last year many consumers have switched to own-label block butter priced at under £1.” Lurpak volumes have fallen less than the category, he says, thanks to its premium positioning and to consumers switching from dairy spreads to spreadable butter.