heinz soup ad

Last year: 33 ▼ 

Sales: £175.6m (-8.3%)

The terminal decline of ambient soup has stripped £16m from Heinz sales, with £12m knocked off Classic and another £2.5m off Big Soup.

It’s fighting back with a £10.6m Love Soup campaign and a refresh of the wider range, highlighting its cans as an easy way to get ‘1 of your 5 a day’. The posh Black Label soups underwent a rebrand as Soup of the Day and Big Soup added a ‘Source of Protein’ stamp. The 25% less salt range, launched in 2015, clocked up £1.7m in sales.