Persil ad

Last year: 21 ▼

Sales: £218.1m (-11.5%)

Unilever boss ‘Persil Paul’ Polman could do with shifting a bit more washing powder if the brand’s double-digit sales decline is to be addressed.

The move of all Persil mono-capsules from tubs to pouches to cut packaging helped squeeze in a 1.6% price rise in a tough market. Its Free the Kids campaign focused on research suggesting kids spend less time outdoors and getting dirty than prison inmates. Still, volumes plunged 12.9%. Its £28.3m loss is the year’s sixth biggest.