Cadbury Dairy Milk 200g

1. Cadbury Dairy Milk

Value: £652.3m (+2.8%)

Cadbury Dairy Milk continues to dominate sales in the chocolate fixture.

The brand grew sales by 2.8% in the past year as it continued to build on an exceptional 2020, during which it shifted an extra 71.7 million packs.

Galaxy Smooth Milk

2. Galaxy

Value: £202.3m (+6.7%)

Second-placed Galaxy, meanwhile, is beginning to claw back some of the sales lost during a disastrous 2020, when supply issues during the first national lockdown played into the hands of rivals such as Cadbury.

In December, Galaxy owner Mars unveiled a major rebrand, which it said would “modernise the brand for a new era”.


3. Lindt Lindor

Value: £185.9m (+23.1%)

The star performer of the past year has arguably been third-placed Lindt Lindor, which has added more than £30m in additional sales. Reporting strong half-year sales in July, Lindt said its Lindor and Excellence lines had been the main drivers of sales growth in the period.

Maltesers Easter 2021

4. Maltesers

Value: £181.7m (+1.7%)

Kinder Surprise 100g Egg_Reindeer

5. Kinder

Value: £159.4m (+8%)

Cadbury Wispa Twirl PMP £1.10

6. Cadbury Twirl

Value: £111.2m (+2.8%)


7. KitKat

Value: £101.3m (-1%)

Cadbury Wispa Twirl PMP £1.10

8. Cadbury Wispa

Value: £101.0m (-2.3%)

Aero Caramel

9. Aero

Value: £86.3m (+11%)


10. M&Ms

Value: £85.7m (-17%)

The major loser among the 10 leading brands has been M&M’s, which has seen 17.5% wiped off its value.Mars-owned M&M’s is facing fierce competition in the sharing sub-category, including from challenger brands such as Doisy & Dam, which recently launched its own vegan spin on M&M’s chocolate covered peanuts.

Data from: Nielsen (52 w/e 17 July 2021)