Mars Believe campaign

Last year: 77 ▼ 

Sales: £105.7m (-10.9%)

Mars just keeps waning: the pace at which it’s sinking in both value and volume has picked up considerably. Over-reliant on the countline, it has shifted 12.5 million fewer units in the past year. The brand’s value decline of £12.9m is the greatest loss of any chocolate brand in the top 100