18 (15) Danone Activia
: £233.3m -4.4%
Launch: 1987

Activia’s sales do not look good naked, despite the new posterboy. With the help of Gok Wan, Danone is encouraging consumers to “make 2013 the year to feel good” and interact with the brand via Activia’s Facebook page. The brand could certainly do with more of the feelgood factor. Even the July launch of three granola-topped lines aimed at capitalising on the growing breakfast yoghurt trend didn’t stop volumes sliding 13.5% last year.