Haribo ad

Last year: 39 ▲ 

Sales: £180.7m (-0.1%)

Haribo set one of its four 2016 ads on a speeding train - but unlike its child-voiced commuters, the brand stayed put.

A teeny value drop (£125k) and two million fewer (0.9%) packets shifted is no mean feat in a category hammered by health fanaticism.

Launching smaller packs was a canny move by Britain’s top candy brand. “Seventy-one percent of our consumers believe smaller packets enable them to moderate the amount of sweets their kids eat,” says UK MD Herwig Vennekens.