19 (28) McCain
Sales: £228.8m +29.2%
Microwaveable Ready Baked Jackets are off to a great start. The NPD racked up sales of £20m in its first year and now McCain is adding to the range. The giant has been just as innovative on the marketing front, too: it’s developed interactive bus stop shelters (above) that waft the smell of hot potatoes and offer money-off vouchers to commuters. McCain has also set its sights on attracting kids through a partnership with Ladybird books and Crayola.