The Captain has turned the tide after last year’s fall in sales
Last year’s ranking: 10
Sales: £471.7m (+1.1%)
The Captain has turned the tide after last year’s fall in sales. Birds Eye poultry, fish fingers, fish and veg are all up, though ready meals are down £5m. The brand has spent big on marketing to get back on course, including ads for the Inspirations range and the introduction of the “younger, more rugged” Captain Birdseye in February as part of an £8m push. There’s more to come as it readies a 42% increase in vegetable advertising, praised by health campaigners.