Last year: 68 ▲
Sales: £121.6m (-7.7%)
Quaker Oats is innovating hard to overcome its sales slump with a host of gluten-free NPD, alongside Quaker Super Goodness and the on-the-go Oat & Fruit Breakfast all released in the second half of 2016. It even partnered with Buzz Aldrin in a TV ads. Still, sales are down £10.2m.