Flash
Sales: £77.0m (+10.3%)
Launched: 1958
P&G brought together two of its biggest brands last January – and it seems to have paid off. The Flash multipurpose range was merged with P&G’s leading aircare brand to create Flash with Febreze, which has helped to boost sales 10.3% to £77m, proving Brits want cleanliness with fragrance. And with sales of cleaning products on the up generally, the brand can expect to play a big part in the nation’s desire for cleaner homes.

Aero
Sales: £76.9m (+12.3%)
Launched: 1935
This year could be huge for Aero, as Nestlé plans the biggest marketing spend in the brand’s 75-year history to build on last year’s 12.3% growth. Aero Orange has been brought back – new and improved – following three years of development, a tweaked recipe and campaigns calling for its return. Aero Caramel has also been re-released, offering five squares of chocolate, caramel and bubbles at only 189 calories.

Yeo Valley organic yoghurts
Sales: £67.9m (+3.2%)
Launched: 1993
“Big up ya’ chest, represent the West.” Yeo Valley took this line from its groundbreaking rapping farmers ad to heart last year, and brought in 3.2% value sales growth. The £5m ad, which debuted during The X Factor, has become a YouTube sensation and has been viewed by nearly 1.7 million people. It was the first primetime TV campaign for the brand, and was designed to convince shoppers that organic is affordable.

Celebrations
Sales: £66.8m (+9.3%)
Launched: 1996
Mars’ family friendly brand has certainly had a year to celebrate, with sales up 9.3% despite staying quiet on the innovation and marketing fronts. As well as the obligatory offers around bank holidays and Mother’s Day, heavy promotional support helped Celebrations successfully compete against Cadbury’s Heroes over Christmas. It’s an impressive feat considering Nestlé’s and Cadbury’s Christmas sharing lines benefited from NPD.

Snickers
Sales: £65.2m (+8.5%)
Launched: 1930
With Mr T rolling onto our screens again this month, once again yelling at us to “get some nuts”, Snickers will be hard to miss in 2011. The return of the Mr T tank ads is part of a £1.5m push from brand owner Mars, which launched the limited-edition nougat-free extension Snickers Maximus this January.

Watsons
Sales: £64.1m (+77.1%)
Launched: 1980
The big dairies might grumble about the tough competition in the middleground milk market, but some out there are still making money from it. The Medina Dairy-owned Watsons milk brand has grown 77.1% by value over the past year – and a similar performance in 2011 will see it rocket into the top 100 next year.

Pizza Express
Sales: £61.2m (+14.6%)
Launched: 2003
The leading chilled pizza brand prides itself on offering products that are handmade like those served in Pizza Express restaurants. This means they carry a premium price, but multibuy and short-term price-cut promotions have played a big role in attracting new customers, while helping drive 14.6% value growth. A Lighter range was launched in the summer, adapting for supermarkets a format that worked in the restaurants.

Mini Cheddars
Sales: £58.7m (+11.6%)
Launched: 1984
A quiet year on the advertising front for the miniature savoury snack, but that didn’t prevent sales rising 11.6%. Last year also saw United Biscuits launch £1 price-marked sharing bags and provide PoS material following research suggesting that 50% of shoppers felt price-marked packs encouraged them to purchase a product.

Munch Bunch
Sales: £51.3m (+10.6%)
Launched: 1981
This Nestlé brand had a good 2010 despite generally tough trading conditions in the children’s yoghurt market. Value sales climbed 10.6% to £51.3m, with volume up 16.8%. The brand signed up singer and mother Jamelia as a spokeswoman early in the year and continues to benefit from its 2009 revamp, which included the Munch Time storytelling competition and a £2.4m rebrand.

Cadbury Crunchie
Sales: £47.7m (+28.5%)
Launched: 1929
Some value growth for Crunchie may partly be down to new owner Kraft bumping up the price in October but volume has grown by 17.1%, and that’s all about two new formats: in March a biscuit version rolled on to shelves, while in May Cadbury launched a bitesized sharing version called Crunchie Rocks, backed by a new Friday Feeling campaign.

Britain's 100 Biggest Brands 2011