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Last year: 17 ▼

Sales: £258.0m (-7.1%)

Britain’s biggest cheese brand has slumped despite a full relaunch and £4m investment in summer 2016. The bulk of the loss was due to Mature Cheddar, which had £21.3m (13.7%) wiped off sales.

The year was not all bad: Lighter Cheddar Mature is up £3.3m (12.4%), but this was mostly driven by a 6.8% increase in the average price. NPD has focused on snacking and convenient formats, such as the relaunch of Spreadable with two additional variants, and the 30g Snack Bar.