Last year: 38 ▼
Sales: £174.4m (-3.6%)
Tagline ‘the lighter way to enjoy chocolate’ gained new significance last autumn when Mars shrunk bags of Maltesers by 15% to 103g to hit the hallowed £1 promo price point.
This contributed to a slight rise in average price, a pattern expected to continue as confectioners face rising costs of cocoa and sugar, due partly to the weaker pound.
Maltesers spent big on ads, with its Light Side campaign and a trio of saucy shorts starring disabled women. It will need to continue this in 2017.