Fairtrade kitkat

Sales: £179.8m (+1.1%)

It’s good to share. Hence the growing focus for chocolate brands on sharing formats.

In July Nestlé’s flagship confectionery brand launched the 170g Snap & Share format, aimed at those of us who eat chocolate in the evening to broaden the reach of Kit Kat, which is more skewed towards daytime snacking.

The brand also benefited from a £10m marketing splurge in 2015, which went on TV ads, an on-pack promotion and digital activity. All this helped Kit Kat win share.