Last year: 37 ▲
Sales: £177.3m (-3.9%)
A flood at its Carlisle factory dampened Jacob’s sales in 2016 as production of its savoury crackers was hampered. This - and “a conscious decision to move away from promotions that don’t drive incremental growth” - saw the brand suffer a £7.1m loss.
But 2015’s NPD Cracker Crisps continued to prove popular (up 33% to £12m) as did hiring Blur’s Alex James as Chief Taste Curator, says Pladis, which will be investing £10m in social media and marketing throughout 2017.