Pilgrims Choice proved a worthy challenger with solid volume and value growth
Last year’s ranking: 130
Sales: £77.4m (+7.6%)
Despite the threat of own label and inflation across the cheese category, Pilgrims Choice proved a worthy challenger, with solid volume (4.6%) and value (7.6%) growth. This was all “a result of the momentum built over the past five years,” says marketing director Mike Harper. That momentum included investment in marketing, moving away from TV and focusing on social media, multichannel and video on demand. Plus, it promoted its lighter cheese range to tap demand for healthier choices.