No one could accuse Mr Kipling of standing still
Last year’s ranking: 52
Sales: £152.6m (-1.8%)
No one could accuse Mr Kipling of standing still. Last year it moved into free-from with gluten-free bakes & cake, and rolled out reduced sugar lines in January. That’s not to say all is rosy. Sales are down by £2.9m, but further listings this year could see the brand take a larger slice of the cake.