Mr Kipling Cherry Bakewells

Last year: 47 ▼ 

Sales: £155.1m (-8.5%)

The cake category was hit last year by the lengthy Indian summer. That and sugar’s fall from grace turned a 2.2% rise a year ago into a £6.5m downturn. But the brand has committed to healthier portions and continues to innovate with snack packs aplenty and on-trend flavours.