14 (11) Tropicana
: £272.7m -10.0%
Launch: 1947

Ouch. Britain’s biggest juice brand’s value slump hides an even steeper fall in volumes, down 14.3%. Look no further than Innocent (no 25) - and its aggressive promotional strategy - for the source of much of the PepsiCo brand’s pain. But it’s fighting back. In January it launched Trop50, after success in the US with the reduced-sugar variant. And following a 76% hike in spend on advertising space last year, the brand is promising its biggest-ever campaign in 2013.