Sales: £637.0m (-3.3%)

For brands as big as Walkers, growth across the board is always a challenge. As some lines - in this case, posh and healthier NPD - enjoy the effect of increased investment, others are suffering from an inevitable decline in spend.

Since launch last February, Walkers Pops has racked up £20.7m and new posh range Market Deli has hit £10.3m since June. The core range is up 7.1% or £31.9m (2014’s greatest windfall, had we been measuring standard Walkers as a distinct brand), thanks partly to the return of the Do Us A Flavour campaign and a dip in average price.

But overall Walkers is down £21.9m, with Deep Ridged, Crinkles hit particularly hard. Walkers says new ads and its Mix Ups NPD will help in 2015.