Last year: 20 ►◄
Sales: £244.8m (-2.4%)
Felix is still top cat, but its fortunes have faltered with a £6.1m loss. Something no amount of cute cat videos on YouTube - which Felix utilised with its made-up cat stock market Catdaq - could save.
But its average prices have climbed 2% thanks to a focus on its premium and super-premium offerings, which, Purina claims, are bucking the overall downward trend. This includes extensions to its As Good As It Looks Doubly Delicious range as well as Felix Extra Sensations.