These are the UK’s biggest grocery brands by value in the year to 31 December 2024, according to data from NiQ
Britain’s brands faced a challenging year of rising input costs, yet many achieved significant growth, with the top 10 brands collectively generating more than £12.2bn in sales
See who made the cut this year:
1 (1) Cadbury
Sales: £2,446.0m (+8.9%)
There’s nothing like a big bill to put a dampener on a birthday. So, when drought and disease continued to squeeze African cocoa crops in 2024 – forcing costs to a record high in December – Cadbury’s 200th anniversary ended on something of a duff note.
“We’re continuing to experience significantly higher input costs across our supply chain, says Susan Nash, trade communications manager at Cadbury owner Mondelez. “Ingredients such as cocoa and dairy, which are widely used in our products, are costing far more than previously.”
“Other costs like energy and transport also remain high. This means that our products continue to be much more expensive to make.”
For consumers, that’s translated into higher shelf prices. “While we have absorbed these costs where possible, we still face considerable challenges,” Nash adds. “As a result, we’ve had to make some carefully considered changes to the price of products.”
It’s thanks to those price hikes that Britain’s biggest brand has added £198.9m – more than any other in this report. That’s more than Monster (10) and Red Bull (9), the next two biggest absolute gains, combined.
The difference is, those two brands have both managed to sell more energy drinks, while Cadbury has shifted 5.4 million fewer units.
Soaring costs and squeezed supplies also forced Mondelez to take action beyond raising prices. In some cases last year, the supplier shrank the size of packs while keeping prices the same. Take Brunch bars and Twirl multipacks.
And last summer, it withdrew some Cadbury Dark Milk SKUs, citing “temporary supply challenges”.
Of course, Cadbury is not alone in facing such challenges. Average retail prices have risen for all nine chocolate brands in the top 100, and half of the 10 steepest price hikes of the past year came from chocolate brands. Those are Kinder (37), Maltesers (35), Cadbury, Lindt (22) and Ferrero (32).
Not that Cadbury let any of this stop its birthday celebrations. The brand wrapped everything from buses to Sainsbury’s Selly Oak in its trademark purple and has spent big on its ‘Yours for 200 Years’ campaign. That involved the rollout of 180g bars of Dairy Milk in retro packaging, as well as a limited-edition 360g sharing bar.
Such sharing formats have seen significant growth in the past year, says Nash. “Shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time with family and loved ones.
“The evening occasion is the key time for sharing, with tablets and bags being the most convenient and popular formats,” she adds.
The brand has also been busy on the innovation front. “Cadbury Dairy Milk & More has been our most successful block launch to date,” says Nash. The 180g filled sharing tablets went on to rack up £17.8m over the rest of 2024.
Nash also points to the launch of Cadbury Creme Egg Tablets for Easter 2024, the April unveiling of Star Bar Duos and the announcement of Cadbury’s switch to 80% recycled plastic packaging for sharing bags as key landmarks in 2024.
Maybe the year wasn’t such a damp squib after all.
2 (2) Coca-Cola
Sales: £1,857.4m (+0.5%)
In absolute terms, Coca-Cola has shed more volumes than any other soft drinks brand in the past 12 months.
With a loss of 24.2 million units, the brand’s value has stayed in the black courtesy only of a 3.5% increase in average price per pack.
It’s little wonder, therefore, that innovation has been on the agenda as Coke looks to re-engage shoppers.
Last February saw the relaunch of Coca-Cola Lemon, last seen in the UK in 2006. Combining “the much-loved taste of Coca-Cola with a bold blast of citrus”, it has already amassed £26.7m, says Rob Yeomans, VP of commercial development at Coca-Cola Europacific Partners GB.
More citrus followed. This January, Coca-Cola Lime was also revived, having been discontinued in 2007.
Both Lemon and Lime were “designed to tap into the growing flavoured colas sub-segment”, says Yeomans. Coke’s flavoured range – which includes Cherry and Vanilla – has grown value 22% over the past year, he adds.
It’s also welcomed some surprising variants of late. In August, Coke teamed up with Oreo for a cookie-flavoured cola in the limited-edition Creations. Oreo Zero sugar has been significantly more successful than previous Creations like Move and Y3000, making £2.8m.
Coca-Cola Creations is designed to have a halo effect on sales of Coca-Cola Zero Sugar, says CCEP.
It looks to be working: Zero Sugar is the only one of Coke’s powerhouse trio – Original Taste, Diet and Zero Sugar – to have sold more volumes this year. It’s up 10.5 million packs.
Original Taste and Diet, on the other hand, are down 36.4 million combined, as health-conscious shoppers shun sugar and drinks synonymous with aspartame.
They’ve driving volume losses for the overall brand, but Yeomans remains confident in its appeal. Coke still accounts for 64.4% of all cola sales by value, he says, and cola is still be hottest option in soft drinks. “Cola remains the largest soft drinks segment in retail and is recognised as the signpost to the wider soft drinks category.”
As consumers continue to shift away from alcohol, he adds, that category “is only going to keep growing”.
3 (3) Walkers
Sales: £1,456.4m (–1.8%)
Walkers’ £14.3m gain is down to a 2.9% increase in average pack price.
The brand has sold 17.3 million fewer packs overall. Much like last year, the bulk of those losses came from Walkers’ core lineup, which has shifted 19.8 million fewer units.
Better-for-you ranges Baked and 45% Less Salt also failed to excite shoppers, selling 12.8 million fewer packs in total.
There are some positives for the brand, though. Take Wotsits. An extra 9.6 million packs have gone through tills, following the addition of Extra Flamin’ Hot Wotsits Crunchy in March 2024.
More flavour innovation followed in July, when Wotsits added Cheese Toastie and Crispy Bacon under its new non-HFSS Yummy With range.
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4 (4) Nestlé
Sales: £1,300.0m (–0.9%)
Nestlé transitioned most of its Quality Street sweets from foil and cellulose to paper in 2022. Last year, it continued that push, switching Orange Crunch from foil to paper in March and trialling more than 200,000 paper tubs in Tesco ahead of Christmas.
Getting shoppers on board proved difficult. “The paper makes the flavours of the orange one seep into every other chocolate,” one complained on X. “Quality Street paper wrappers are utterly depressing,” another posted.
Such distaste is suggested by the 6.2 million fewer Quality Street packs sold, delivering a £4.3m hit to value.
Milkybar has also struggled to maintain its rate of sale following a change. It’s sold 10.2 million fewer packs and haemorrhaged £7.6m – Nestlé’s largest absolute loss – after its allergen status was updated to ‘may contain nuts’ in July. This was the result of a change in production site.
But it isn’t all bad news for Nestlé Confectionery. Kit Kat has brought in an extra £21.4m after expanding its Chunky lineup with Double Chocolate in June and returning to TV with its ‘I want to break free’ ad in September. A resurgence of “break time occasions” buoyed sales of Chunky Hazelnut Duo too, says Nestlé.
Pure Life bottled water has also provided some relief for the Swiss multinational. It’s sold an extra 5.2 million packs and added £11.7m. Increased demand for larger take-home formats is driving growth.
But cereal sales are flagging. Cheerios, Shreddies and Shredded Wheat have sold 1.8 million fewer packs combined, wiping away £6m as shoppers turn to cheaper alternatives.
In January 2025, the supplier threw £5m behind a push highlighting Cheerios’ nutritional credentials, in the hope of re-engaging shoppers. The campaign will run throughout 2025.
Read more: Britain’s Biggest Brands 2024: The top 100
5 (5) Warburtons
Sales: £1,022.3m (+5.9%)
“We are outperforming the competition in what remains a tough bakery market,” says Colin Bebbington, Warbies’ commercial director. “We continue to invest in our infrastructure, innovation, service, quality and brand.”
That investment has led to a £57.1m gain on volumes up 5.4%, or 39.2 million units.
On-trend NPD has played a crucial part, points out Bebbington. “We have successfully tapped two growing but conflicting trends: health – with the launch of our protein Flatbreads, Protein Pittas and Gluten-Free Soft Pittas – and treat bakery, with our Waffles range.”
The bakery brand has “also focused on heavy cross-channel activity for our Protein range”, he adds.
6 (6) Pepsi Cola
Sales: £928.7m (+3.3%)
Pepsi’s new brand identity rolled out across Britain last spring. But it hasn’t been enough to halt a second consecutive year of volume decline. The country’s number-two cola is down 7.6 million units.
The brand has added value, though. It’s up £29.4m – albeit driven by a 5.2% rise in average price per unit.
Sugar-free flagship Pepsi Max is a bright spot. It’s worth an extra £50.2m on volumes up 1.9%, helping to offset volume declines of Pepsi Cola and Diet Pepsi. They’ve shed a combined 16.2 million packs.
Innovations such as Strawberries ‘N’ Cream and Cream Soda, added in February, suggest Pepsi recognises it needs to get creative to attract younger shoppers.
7 (7) Heinz
Sales: £882.5m (–1.4%)
Heinz is “on a mission to find new flavours that not only drive excitement in the category, but expand the range of host foods and occasions we play in”, it says.
That resulted in NPD like its Heinz x Morley’s Fried Chicken Sauce last year, as well as its controversial Spaghetti Carbonara, and soup variants such as Curried Butternut Squash. There was also the revival of Heinz x Absolut Tomato Vodka Pasta Sauce.
“Consumers are loving our fresh takes on classics, driven by premium ingredients and iconic partnerships,” Heinz sums up.
The brand has also “focused on growing our core”, boosting media spend to push Beanz, Ketchup and Cream of Tomato Soup.
8 (8) Purina
Sales: £811.7m (–2.0%)
The UK’s pet population has dwindled since lockdowns, and Petcare’s biggest brand has suffered accordingly.
Purina’s overall volumes have fallen 5%, and seven of its top 10 ranges have lost value. Number-one lineup Bakers is down 2.1% in value and 5.8% in volumes.
Purina marketing director Ben Duncan points to “a turbulent year” for the market, “with major shifts in overall demand”.
“Shoppers are understandably reassessing their total basket and pet was no exception. In 2024, we saw consumers making some choices about their spend in the category.”
But there’s a light at the end of the tunnel. “Given the resilience and innovation in the category overall, we’re starting to see it bounce back already, which is quicker than observed in other categories,” Duncan adds.
Purina estimates the numbers of dogs and cats in UK homes shrank just 0.8% in 2024 versus 3.4% in 2023.
That positive trajectory of population change gives Purina “optimism that we’ll see an increase of cats and dogs in loving homes in 2025 for the first time since 2022”, Duncan says.
There’s more good news for the brand: Brits who already have pets are pampering them more than ever before. This has driven demand for advanced health lines such as Purina One for cats. It’s increased volumes by 9.9% with a promise that owners may “see a visible difference” in their cats’ health “in just three weeks”.
Purina’s biggest range for cats, Felix As Good As It Looks, has fared less well. It’s shed 7.6% of volumes. That’s despite the star power of the resurgent Robbie Williams, who continued to be the singer on Felix ads in 2024.
This year will see Felix hit the road as headline sponsor of Williams’ European tour.
9 (9) Red Bull
Sales: £797.3m (+11.8%)
Red Bull has unveiled plenty of innovation in the past 12 months – including Curuba Elderflower and Iced Vanilla Berry for its Editions lineup.
Such lines have been integral to attracting younger drinkers, helping “drive incremental value to the category”, the brand says.
But Original Energy is the line helping Red Bull to maintain its long-held title of Britain’s leading energy drinks brand. It’s added £59.5m on volumes up 5.9%.
Recognising the enduring popularity of its flagship product, Red Bull rolled out a new sugarless version in December.
Red Bull Zero promises to be “closer to the taste of Original” than the long-standing Red Bull Sugarfree.
10 (11) Monster
Sales: £706.2m (+13.6%)
Monster still hasn’t toppled Red Bull as Britain’s biggest energy drink – but it’s not for want of trying. It’s added £84.6m, more than any other energy drinks brand, on volumes up 7.2%.
Monster’s Juiced range – bolstered by launches like Rio Punch and Bad Apple – has grown value by 21.7% to be worth £175.1m. Only the brand’s sugar-free Ultra lineup is bigger. It’s added £20.9m to reach £196m.
Supplier CCEP GB credits a strong innovation pipeline, ongoing marketing tie-ups with UFC and Call of Duty, and the growth of multipacks.
The breadth of Monster’s offer is what sets it apart from competitors, adds Helen Kerr, CCEP GB associate director for portfolio development.
11 (10) Birds Eye
Sales: £639.4m (–1.4%)
Birds Eye can now provide a full meal thanks to the breadth of its portfolio, says Mike Sowerby, marketing director at its UK&I division. The brand has made it easier for Brits to “shop in-store and create a delicious, easy, nutritious meal for themselves and their families”, he says.
This has been helped by the expansion of Birds Eye’s frozen potato range this year, to include Crispy Chips in July, and Waffle Fries and The Dipper chips in September. Sowerby points to Crispy Chips, in particular, as bringing incremental shoppers to the frozen potato category.
For the Birds Eye brand as a whole, volumes are up 6.4%. That’s thanks in part to a 7.3% reduction in average price per pack – driven by Birds Eye’s promotional strategy.
“Throughout 2024, Birds Eye supported consumers through the inflationary crisis by investing in promotions such as multibuys,” Sowerby says. “This has driven volume performance ahead of value, offering shoppers better value for money during tougher economic times.”
That desire for value also led to growth in Birds Eye’s fakeaway options such as its Chicken Shop range – which is “becoming increasingly popular with consumers at home”.
In fact, chicken lines in general have largely performed strongly for the brand. Chicken Dippers, for instance, has shifted an extra 4.6 million packs.
Conversely, Fish Fingers has seen a slight dip in value and volumes, and fish lines including Breaded Large Cod Fillets have also struggled.
But overall, Birds Eye has plenty on its plate.
12 (13) McVitie’s
Sales: £616.1m (+6.7%)
McVitie’s has sold 25.7 million extra packs “by activating one of our biggest years to date in terms of innovation”, says masterbrand marketing director Benazir Barlet-Batada.
“From new takes on our bestselling Chocolate Digestives to the launch of McVitie’s Signature – our most indulgent range to date – we’ve upgraded our portfolio.”
Its new Gold and Seriously Chocolatey Digestives have already proven big hits. Since debuting in July, they’ve sold 4.2 million packs combined.
13 (12) Lucozade
Sales: £608.5m (+1.7%)
Lucozade kickstarted 2024 with the unveiling of Sport Blue Force, Energy Blue Burst and Alert Blue Rush. The NPD blitz – dubbed ‘Blucozade’ – was the first time the brand had united its three ranges for a single drinks launch.
However, that milestone was overshadowed by operational challenges at Suntory’s site in Coleford, where a combination of industrial action and a fatality in April caused a lengthy production shutdown and widespread gaps in availability throughout summer.
14 (16) Fairy
Sales: £590.0m (+12.2%)
More meals at home means more pots and pans to scrub – and that’s led to a bonanza for Fairy. It’s sold an extra 13.3 million packs of its core washing-up liquid, driving nearly half of the P&G brand’s £64.2m overall gain.
Fairy’s non-bio laundry detergent – its second-biggest product – is also in the black. It’s added £15.4m as Brits take greater care of their clothes. That trend can also be seen in the 38.9% value gain for Fairy’s fragrance-led Outdoorable range.
15 (15) Nescafé
Sales: £571.6m (+0.2%)
Nescafé kicked off 2024 with a major relaunch, including a new look that aimed to modernise the brand and keep it front of mind in the busy hot beverages sector. The brand also increased ad spend, sponsoring ITV show Lorraine.
Unit sales are up 2.4%, also buoyed by NPD. Nescafé Gold Blend added its first paper refill pack in May, two months before Nescafé Dolce Gusto launched non-HFSS Kit Kat hot chocolate pods. That was followed in December by Kit Kat instant latte sachets.
16 (14) Kellogg’s
Sales: £568.2m (–1.0%)
Kellogg’s is still struggling to excite shoppers with its breakfast portfolio. Its 10 top cereals by volume – a lineup that includes Crunchy Nut, Corn Flakes and Special K – have sold 10.8 million fewer packs.
In a bid to reverse its fortunes, Kellogg’s launched its £12m ‘See you in the morning’ campaign in December. It starred an animated reinvention of its mascot, Cornelius the cockerel.
A month later, the brand launched HFSS-compliant Oaties in two variants.
17 (18) McCain
Sales: £501.3m (+3.0%)
McCain attributes its strong performance to the way its products and marketing “bring families together for healthy mealtimes”.
Innovation has also been a “key driver” of its 2.1% volume gain. Most recently, the brand added its ridge-cut Vibes duo, aimed at Brits looking for a “quick and tasty warm snack”.
McCain is also amplifying its commitment to farmers with a £30m investment in its supply chain. Plus, it has a new promotional partnership with actor Rachel Brosnahan.
18 (17) Andrex
Sales: £493.1m (+1.0%)
Andrex attributes its growth to two key measures. First, it went for younger households – an area where it has historically had low penetration – by becoming an early adopter of TikTok Shop.
Second, it ran regular promotions on scented bundles, including the Ultimate Quilts Vanilla & Sandalwood SKU launched in June.
That was “part of a broader range of measures to evolve the 80-year-old brand in line with changing consumer tastes and habits”.
19 (19) Arla
Sales: £480.4m (+6.4%)
For Arla, the biggest story of the year has been its trial of methane-inhibiting animal feed additive Bovaer.
In November, social media users clamoured for a boycott over its use of the additive. The furore prompted Arla to call out “misinformation” that sometimes stretched to outright conspiracy theories involving Bill Gates and the World Economic Forum.
Despite the level of noise, the impact has been negligible. In February, Arla UK MD Bas Padberg said any hit to sales “would be very difficult to see, but if there had been any, it would be marginal”.
These numbers suggest the Arla masterbrand is instead going from strength to strength: value is up £28.8m on volumes up 6.9%. The likes of its Cravendale, Arla Protein, Big Milk and Arla Skyr ranges have all registered strong value and unit gains. Highlights from 2024 include the launch of Arla’s first RTD meal replacement shake in September, Protein Food To Go.
The brand also added a flurry of NPD in November to mark its 10th year in the UK yoghurt category: Arla Lactofree 400g natural yoghurt, Arla Skyr Whipped 128g and strawberry-flavoured Arla Protein 450g.
And in a bid to promote fresh dairy consumption, the brand announced plans to provide fully stocked and sponsored fridges to food charities in October.
The initiative started with 100 fridges to FareShare chari- ties, plus the “world’s first” free milk ATM machine in London - which allows con- sumers to receive fresh milk at the push of a button.
20 (20) Müller
Sales: £453.5m (+2.5%)
Müller’s value gain has been driven by a 3.4% increase in average unit price. Volumes are down 0.9%. But the brand still had a solid 2024, it insists – particularly in wholesale and foodservice, which are not included in our data.
It points to the relaunch of its long-struggling Müllerlight in June as a key highlight of the year. The yoghurt has been reformulated to include vitamin B6 and vitamin D. It’s also thicker, with the aim of “reigniting the fire” behind the low-fat brand.
21 (23) Lurpak
Sales: £431.0m (+8.6%)
Arla’s flagship butter brand is a lot cheaper than the previous year. Average price per unit is down 5.1%, helping to drive a 14.4% gain in volumes.
The brand also won with its first step into dairy-free –Lurpak Plant Based, made with rapeseed and coconut oil – in August 2024. The innovation made about £1.1m in its first five months.
Marketing highlights included a “significant” campaign for Plant Based and Lurpak’s ongoing ‘When in doubt… just cook’ global push.
22 (24) Lindt
Sales: £427.2m (+14.0%)
Despite an 8.6% average price hike – a reflection of soaring cocoa prices – Lindt’s still shifted an extra 5.9 million packs. It’s proof that during tough times, shoppers will still splash out on little luxuries.
Lindt has worked hard to keep itself front of mind, having signed a major sponsorship deal for Lindor to sponsor movie nights across ITV 2, 3 and 4.
The high-end chocolate brand also ran its first-ever ad during the 2024 Super Bowl in February, called ‘Life is a Ball’.
23 (22) Danone
Sales: £422.4m (+6.0%)
Unit sales of Danone’s dairy lines are up 5.7%, thanks to what the brand calls “strong growth” for natural and plain yoghurts. The likes of Activia and Actimel have both seen solid increases – reinforcing the brand “as the leading manufacturer” in functional dairy, it says.
That was aided by a revamp of its Activia lineup in March 2024 with new recipes, updated packs and a fresh emphasis on gut health – supported by a £2.2m push with pop star Rachel Stevens.
24 (21) Hovis
Sales: £377.3m (–9.9%)
Growing concerns around ultra-processed foods have proven detrimental to Hovis. It’s sold 21.3 million fewer packs and lost £41.5m. Even Seed Sensations and Best of Both ranges, which the brand has positioned as better-for-you loaves, have lost a combined £8.7m.
Despite the challenging landscape, Hovis CMO Mark Brown is optimistic. “When looking at the total pre-packaged bakery market, whilst overall sales value and unit performance was down, we saw a stronger finish to the year,” he says.
Part of that could be down to promotional activity for Best of Both in late 2024. Hovis partnered with FareShare in October to donate a loaf of Best of Both for every one purchased with a Morrisons More Card or app. It then teamed up with Netflix movie That Christmas in November for an on-pack promotion, offering the chance to win a family holiday to Lapland.
Now the brand is banking on innovation to generate growth. Brown is hopeful Farmhouse Batch, launched in September in 400g and 800g formats, will cater to evolving shopper tastes.
The loaves were designed to “add value” to the category by “providing a great-tasting and more premium alternative to standard sliced white bread, at an accessible price point”, he says. “We are seeing very encouraging repeat rates and are looking forward to seeing this increase further as more shoppers try the product.”
Also encouraging are the volume gains for Premium Burger Buns, Muffins, Hot Dog Rolls and Teacakes.
25 (25) Pringles
Sales: £366.0m (+2.1%)
With a £7.7m gain, Pringles has been capitalising on shopper appetite for world flavours. In February, the brand overhauled its Sizzl’n range, renaming it Hot and adding Mexican Chilli & Lime.
That was after unveiling the limited-edition Passport Flavours range in November in five global variants, including Spanish Style Patatas Bravas and Moroccan Style Roasted Pepper & Hummus. Chinese Style Sweet & Sticky Wings and Thai Style Green Curry joined in early 2025.
26 (28) Haribo
Sales: £362.4m (+12.1%)
Britain’s biggest candy brand has delivered the seventh-largest absolute value gain in this report. It’s added £39.3m and put 18.6 million more packs through tills.
That makes Haribo the top performer in sugar confectionery this year.
“Haribo has gained market share and driven exceptional sales growth by continuing to focus on delivering the range of products consumers want and love,” says Jon Hughes, the brand’s MD.
Halloween played a key role in Haribo’s 2024 success, he adds. “Last year saw a comeback of our ‘Monster Approved’ Halloween, a multichannel media campaign looking to engage with adults to stock up on the best treats for the spooky season.”
And Haribo has kept its foot on the gas in 2025. In January, it launched Nostalgix, a mix of soft jellies inspired by classic hard-boiled sweets such as Cola Cubes, Pear Drops and Rhubarb & Custards. They’ll be the inspiration for new ads.
“To support this latest addition to our range, as well as our core products, we’re looking to launch two new adverts this year whilst continuing to invest into the Haribo brand in 2025,” Hughes says.
“Consumers are looking for exciting new treats that bring childlike happiness to all.”
However, Haribo might struggle to repeat its stellar 2024 performance in 2025. A November Food Foundation study named it one of the five brands responsible for 80% of pre-watershed TV ads for snacks and confectionery.
But from October, all TV ads for HFSS goods will be banned before 9pm – alongside an outright ban of online ads.
27 (27) Cathedral City
Sales: £345.8m (+6.1%)
Britain’s biggest cheese brand has continued its turnaround. It’s added £19.8m and 9.1 million packs in what it describes as a “standout year”.
“On-trend innovation and expansion into new categories has been at the heart of our success,” says senior brand manager Abi Armson.
That strategy has spanned launches within and beyond the cheese aisle – from a high-protein, half-fat cheddar range in September to a tie-up with Oscar Mayer for a range of chilled ready meals last May.
28 (29) Wrigley’s
Sales: £334.3m (+4.8%)
Wrigley’s £15.2m gain is largely down to a 5.3% rise in average unit price; it’s shifted 1.3 million fewer packs.
NPD has been central to efforts to recoup losses. In February 2024, Wrigley’s rolled out Extra Sugarfree Watermelon nationwide after a 2023 launch in Tesco. It was followed 12 months later by Extra Refreshers Watermelon Raspberry – the “first of its kind on the market”.
The brand has proven its “innovation, leadership and penetration”, it insists.
29 (26) Fanta
Sales: £322.6m (–2.8%)
Classic sodas like Fanta are falling out of favour as Brits seek healthier soft drinks. The CCEP brand has lost £9.4m on volumes down 5.4%.
The decline comes despite “significant marketing investment” around key calendar moments, such as Halloween, where “Fanta always shines brightest”, says Rob Yeomans, CCEP GB VP of commercial development.
The brand is banking on launches like Zero Sugar Apple and Zero Sugar Raspberry to win back shoppers.
30 (31) Innocent
Sales: £313.1m (+9.9%)
Despite soaring prices for fruit juice, Innocent has kept a tight lid on average price per pack. That’s paid off for the brand, which has gained £28.1m. That was driven by volume growth of 10%, or 12.2 million packs. Distribution gains helped on that front, too.
The brand’s Super Smoothies and functional health juices have been star performers, says a spokeswoman. “Health has always been at the heart of our products and has been a key growth driver.”
31 (32) Galaxy
Sales: £306.7m (+8.0%)
Backed by a £22.6m gain, Galaxy is on a mission to “create a world where chocolate does as good as it tastes”.
To that end, it’s continued its partnership with Young Women’s Trust by donating towards its coaching service, which helps women identify skills and plan their careers.
Galaxy drove awareness of the tie-up through limited-edition packs and retail activations. It also raised additional funding through a per pack donation scheme exclusively with Co-op.
32 (34) Ferrero
Sales: £291.8m (+5.3%)
Ongoing hurdles such as hazelnut shortages and soaring cocoa prices have put Ferrero in a tricky spot. The Italian giant has sold 2.2 million fewer units this year – but an 8.3% price increase per average unit has helped value sales rise by £14.7m.
Amid this turmoil, NPD has remained a key focus. Last summer, Ferrero debuted a hazelnut-flavoured Nutella ice cream tub. Heavily promoted large packs of Ferrero Rocher at Christmas also delivered a welcome boost to sales.
33 (30) Robinsons
Sales: £291.7m (–0.4%)
Robinsons is still Britain’s biggest squash brand, with a 32% share of the category. And despite flat values, it’s shifted an extra 2.2 million units thanks to keen pricing and an on-pack promotion to win tickets to cricket’s The Hundred competition.
It also partnered with Universal Pictures to release Amazafying Citrus Twist and Outstandiful Berry Double Concentrates, to coincide with Wicked’s release in October. The tieup was supported by activity including OOH.
34 (33) Doritos
Sales: £287.2m (+2.0%)
Doritos’ reformulation in October was the result of “years of meticulous research, development and testing” and a £13m investment in its production site.
It’s still too early to tell how Brits have responded to the new, non-HFSS recipe. But for now, Doritos is in good shape, having sold 3.2 million extra packs and raked in an extra £5.5m. That’s after adding an Extra Flamin’ Hot variant in March 2024, designed to tap the growing appetite for snacks with a kick.
35 (36) Maltesers
Sales: £286.7m (+9.6%)
Maltesers has enjoyed sales growth of nearly 10%, culminating in an extra £25m. It’s the brand’s “third consecutive year of growth”, notes Clare Moulder, senior brand manager at owner Mars Wrigley.
She credits the brand’s ubiquity across grocery. “Maltesers is listed in all the multiples and across all chocolate partitions, including bitesize sharing, block, boxed and seasonal self-eat,” she adds.
But volumes are more or less flat: the brand has shifted just 142.2k extra packs on the back of a 9.5% rise in average price.
In an effort to revive unit sales, Maltesers activated its ‘MotherLovers’ campaign in 2024 for the second year.
Run in conjunction with Comic Relief, it shone a light on the challenges faced by mums in the workplace. It calls for a future where women no longer face inequality or feel overextended.
“Our research shows that many of the pressures associated with work and home still fall to women, and we hope to build a groundswell of support to help working mothers establish a better home and work-life dynamic,” Moulder explains.
Meanwhile, last year’s NPD looked ahead to what could be a lucrative Easter 2025. In December, Maltesers added Popcorn Bunny 29g, White Mini Bunnies Medium Egg 100g exclusive to Tesco, and Truffles Giant Egg 479g.
Moulder singles out the Maltesers Popcorn Bunny for attention. “This light, airy bunny with real popcorn pieces brings a unique texture and taste alongside a familiar flavour, enhancing the appeal of self-eat treats this Easter,” she says.
36 (35) Whiskas
Sales: £272.5m (–0.8%)
Despite a £2.1m loss and 3% drop in units, Whiskas is optimistic. That’s partly due to its dry food range, which grew volumes 6.6% in the year to 28 December, it says.
This year began with Whiskas’ biggest-ever push, ‘Purradise’, to coincide with the launch of Aromatic Selection wet food. The range taps “sensory-driven trends with ingredients that are infused with aromas and delight cats’ senses”, says Annie Argyle, Whiskas European brand director.
37 (37) Kinder
Sales: £269.4m (+11.5%)
Last autumn, Ferrero brought Kinder Bueno ice cream cones back to the UK. That was due to their “exceptional performance” in the European market, says Dani Hayward-Bradley, Ferrero regional marketing director for ice cream. Bueno cones were one of the two best-performing ice creams in Ireland, she adds.
The ice creams helped the confectionery brand shift an extra 1.3 million packs and add £27.7m to its top line – as did a £6m push for Bueno that ran from August to October.
38 (39) Alpro
Sales: £243.0m (+3.2%)
Alpro grew units by 3.4% in a busy year of NPD. Kicking off with a Barista Caramel Flavour in April, the plant-based brand unveiled a four-strong range of protein drinks and yoghurt alternatives a month later, plus a new 500ml format for established lines. All that activity was backed by a £2m campaign.
That was followed by a push in June starring Peter Crouch, who shed light on his protein-packed morning routine – from waking up at 2.30am to plunging into an ice bath.
39 (38) Magnum
Sales: £241.1m (+1.0%)
Magnum is holding steady as Britain’s biggest ice cream brand, having added £2.4m and 2.8 million packs.
Lower average prices helped boost volume – they’re down 2.5% – but Magnum UK marketing manager Shannon Lennon-Smith attributes the gains mainly to the brand’s “market-leading innovation”.
She points to Euphoria Pink Lemonade and Chill Blueberry Cookie, Magnum’s first-ever ice cream sticks to boast sorbet cores. They hit freezers in January 2024.
Euphoria Pink Lemonade – raspberry sorbet wrapped in lemon ice cream and covered in white chocolate – was the “number-one new product in the ice cream category”, says Lennon-Smith.
Next came Bonbons: ice cream balls swirled with ribbons of sauce and coated in Magnum’s “signature cracking chocolate”.
Available in White Chocolate & Cookie, Salted Caramel & Almond and Gold Caramel Billionaire, Bites hit freezers in September “to drive continued growth in ice cream snacking”, says Lennon-Smith. Gold Caramel Billionaire was “the number-one winter ice cream NPD”.
Marketing has also played an important role in Magnum’s performance over the past year. Its ‘Stick it to the Original’ campaign launched in January 2024, aiming to highlight “the importance of brand quality” and emphasising the “superior taste and ingredients of Magnum versus own-label competitors”.
Magnum returned to screens last month with ‘Nothing Cracks like Magnum’, which spotlights the audible crunch of its products.
40 (40) Jacob’s
Sales: £236.6m (+5.3%)
Jacob’s efforts to push “beyond the cheeseboard and into snacking” appear to be paying off. The brand’s sold 4.2 million extra packs after the July launch of Bites, aimed at younger shoppers. It’s a bagged quartet of crackers in trendy flavours including Smoked Paprika and Sweet Chilli & Sour Cream.
Jacob’s continued its innovation push into 2025, adding a duo of Mini Cheddars variants – Cheese & Red Onion and Cream Cheese, Garlic & Herb – in February.
41 (41) Lenor
Sales: £232.8m (+7.0%)
Lenor’s up £15.2m and 2.7 million units after bagging a Tesco listing last autumn for Crease Releaser Spring Awakening. That was preceded in September by the launch of a 100ml travel format of its Crease Releaser lineup, in three variants.
Lenor has also been pushing its Wellbeing Collection: a six-strong range of liquid fabric conditioner in variants such as Confidence, Love and Serenity. They boast fragrances including Ocean Mist and Jasmine & Red Berries.
42 (45) Persil
Sales: £228.6m (+12.9%)
“Short laundry cycles are on the rise,” says Nathan Palmer, Unilever marketing director of homecare. That explains the supplier’s April launch of Persil Wonder Wash – a six-strong range of liquid laundry detergents that promise “an effective clean in just 15 minutes”.
Comprising Odour Defy, Non Bio and Ultra Care in two formats each, the lineup shows “Persil is a top innovator in the category and able to drive growth with NPD”, Palmer adds. “Wonder Wash has already reached 8.5% household penetration.”
To drive that penetration, Persil enlisted Usain Bolt for the multimillion-pound ‘Fast Just Got Better’ campaign.
“This was an evolution of the way we advertise our Persil products through the lens of sport to drive consumer engagement,” Palmer says.
He points to the brand’s ‘The Autograph’ TV advert, part of Persil’s global push featuring Arsenal forward Bukayo Saka, which kicked off in May.
“Sport is ingrained in our culture, and it provides an ideal way for us to communicate with multiple audiences via more engagement opportunities whilst demonstrating the superior performance of our products,” Palmer adds.
That superiority is reflected in Persil’s performance across its portfolio. It’s up £26.1m, having grown volumes 24.2%, or 6.7 million packs.
“Persil is driving growth ahead of the wider fabric cleaning category and has one of the highest repeat rates in the category,” Palmer says.
The brand “is trusted by eight million homes and remains a clear signpost for the laundry category”.
43 (42) Starbucks
Sales: £227.0m (+8.7%)
Starbucks’ £18.1m gain is down to a 9.3% rise in units, driven by brand recognition, marketing promotions and trendy innovation.
In iced coffee, NPD included a three-strong Protein Drink range in June. It’s already worth £4m, says the brand.
Starbucks has also seen success in hot beverages, boosted by the addition of Pumpkin Spice Latte pods in August.
Its single-serve instant coffees grew “ahead of the segment at circa 30% value sales growth”, says supplier Nestlé.
44 (49) Yeo Valley
Sales: £218.4m (+11.7%)
Yeo Valley marketing director Dan Rusga attributes its strong year to the brand’s “delicious, natural and healthy” lines, plus “brand loyalty, innovation and investment”.
Capitalising on the gut health trend, Yeo Valley added Gut Boost Shots to its growing kefir range in September.
The brand also invested heavily in its Greek Recipe and Little Yeos ranges – and went big on its ‘Delicious is at the heart’ TV push and rebrand, which is designed to improve shelf standout.
45 (52) Hula Hoops
Sales: £215.6m (+14.4%)
Having shifted an extra 16.7 million packs, Hula Hoops remains focused on its mission to be a snack brand “that has something for everyone”.
Thanks to the variety of its portfolio, the brand has made its way into “over a quarter UK households”, says Kevin McNair, marketing director of owner KP snacks. And it’s made an extra £27.1m in the process.
This year, the Hula Hoops core range has expanded to include a Smoky Bacon multipack, riding the trend of bacon-flavoured crisps.
46 (46) Evian
Sales: £211.7m (+6.3%)
Corporate partnerships are key for Evian, tapping “important cultural moments our consumers care about”, says Rachael Hann, category director of beverages at owner Danone. At the top of the list is its 16-year partnership with Wimbledon. “Our work with Emma Raducanu and Stan Wawrinka has helped to bring our partnership to life, and enabled us to engage with a wider pool of audiences.”
Indeed, Evian has grown volumes by 2.8% – equating to 3.4 million extra units.
47 (48) Mr Kipling
Sales: £209.5m (+7.0%)
Premier Foods has been busy breathing life into its heritage brands, such as Bisto (68) and Batchelors (60), through NPD. Mr Kipling is no exception. It’s added £13.8m, driven by a 13.5% boost to volumes.
“Ongoing innovation has been central to Mr Kipling’s growth, as we’ve used our excellent consumer insight to launch delicious new products that have tapped into new trends, occasions and consumers,” says Naomi Shooman, Premier Foods’ global marketing director for sweet treats.
Mr Kipling’s premium Signature Collection has been a particular focus of those efforts. Over the past year, the brand has added Chocolate & Caramel Layer cakes and Double Chocolate Cakes to the posh range, to target evening snackers. The efforts have paid off: Signature Collection doubled in value in the year to February 2025.
Elsewhere, Mr Kipling made its debut in loaf cakes with Chocolate & Fudge and Sticky Toffee lines, and unveiled Strawberries & Cream and Birthday Cake flavoured tarts in December.
The latter lines were designed to attract a younger audience to tarts, which tend to “over-index with shoppers over the age of 55”, according to Premier.
Still, Mr Kipling isn’t neglecting its more traditional roots. Sales of its Signature Collection Mince Pies more than doubled at Christmas 2024, compared with the previous year’s festive period.
And in February, the brand launched Simnel Slices – its take on the traditional Easter cake – targeting consumers aged over 45.
48 (50) Volvic
Sales: £207.3m (+6.9%)
Volvic’s added £13.4m and shifted an extra 6.2 million packs. That’s thanks to “the waters market showing strong growth over the course of the last year”, says Rachael Hann, category director of beverages at owner Danone.
“Creating impactful points of sale is a core part of our approach, such as our collaborations with Sainsbury’s and Morrisons,” she adds.
“We also leverage innovations in digital activations in-store to maximise engagement on the customer journey.”
49 (55) Dr Pepper
Sales: £201.9m (+9.6%)
Dr Pepper’s resurgence continues. It’s added £17.7m on volumes up 6.6%.
That performance was aided by autumn digital promotion for Dr Pepper Zerooo, alongside wider “in-store sampling and experiential OOH advertising”, says Rob Yeomans, VP of commercial development at manufacturer CCEP GB.
The January launch of limited-edition Zero Sugar Cherry Crush and a Valentine’s-themed push last month should propel momentum further, he adds.
50 (62) Highland Spring
Sales: £200.3m (+14.7%)
In a lucrative year for bottled water, Highland Spring has cashed in most. It’s added £25.6m. “Shoppers are actively seeking to make healthier choices, with three-quarters saying low and no-sugar is an important factor in their decision-making when buying a soft drink,” says marketing director Nic Yates.
To tap this trend, Highland Spring is “working with retailers on dedicated hydration events and ensuring they have a broad range of water options”.
51 (44) Weetabix
Sales: £198.9m (–2.1%)
Weetabix kicked off a £10m campaign last April, ‘The Weetabix discovery’, in a bid to recoup volumes. Running until the end of 2024, the push spanned TV, radio and social media. But volumes are still down 6.5% – or 4.2 million units – as cash-sensitive shoppers turn to own label.
52 (60) Charlie Bigham’s
Sales: £195.0m (+9.7%)
Can anything stop Charlie Bigham’s? Even in a tough economic climate, the high-end ready meals brand has achieved a 10.7% volume gain. Bigham’s points to the recruitment of 230k shoppers over the past year, aided by a £1.7m campaign to promote its “laser focus on delicious food”.
53 (43) Pedigree
Sales: £193.4m (–5.7%)
The past year has been “a time of resilience and innovation” for Pedigree, says European brand director Ed Owens. An 8.9% fall in average unit price helped power a 3.5% volume gain. Innovation came via Ranchos Superfoods, aimed at the “growing demand for wellness-focused petcare”.
54 (64) Yorkshire Tea
Sales: £192.6m (+12.1%)
Yorkshire Tea’s volume gains have slowed to 1.5%. But the brand continues to buck the shrinking black tea market, adding £20.8m.
Growth has been assured by the ongoing ‘Where Everything’s Done Proper’ campaign featuring a cast of northern celebrities – from Sean Bean to Kaiser Chiefs.
It’s run for eight years and continues to strike a chord with consumers, allowing Yorkshire Tea to “take on bigger rivals and challenge entrenched buying habits in a declining market”, says senior brand manager Lucy Hoyle.
In January, its latest TV spot hit screens – starring Sarah Lancashire as a copper investigating a case of biscuit theft at Yorkshire Tea HQ.
“As a brand, we believe an unwavering commitment to doing things properly is the key to our growth – from buying high-quality teas to investing in long-term brand building,” adds Hoyle.
Creativity has played a part, too. Last summer, it unveiled a pop-up House of Caramelised Biscuit tea shop in London’s Soho. Featuring a giant teapot emitting caramel-scented steam and an appearance by comedian Maisie Adam, it was designed to promote the new Caramelised Biscuit Brew.
55 (47) Young’s
Sales: £190.3m (–3.3%)
Young’s Seafood has seen volumes grow 3.7% on the back of a 6.8% fall in average price per unit. The brand has focused on innovation and expanding consumption occasions, it says. Its Gastro Taste of Asia range, added in March 2024, has attracted 50,000 new shoppers to frozen fish.
56 (56) McCoy’s
Sales: £189.7m (+5.6%)
McCoy’s is planning to leverage its popularity within US sports: 2024 marked the beginning of its three-year partnership with the NFL in the UK & Ireland. The brand is also delivering “a rotation of new flavours” such as the Hot ‘n’ Spicy range, says Kevin McNair, marketing director of KP Snacks.
57 (69) Buxton
Sales: £184.6m (+14.6%)
Nestlé-owned Buxton is the top 100’s second fastest-growing bottled water brand – up £23.5m in value and 5.7% in volume. Highlights in 2024 included the ‘Sweat and Tears’ ad, which was designed to raise awareness of its partnership with mental health charity Mind.
58 (54) Richmond
Sales: £183.7m (–0.3%)
Richmond’s run of strong growth has come to an end this year. Volumes are up just 0.4%. However, the brand stresses it remains the leader in both fresh and frozen sausage categories. In September, it unveiled its posher Extra Tasty range in two variants that are exclusive to Tesco.
59 (53) Ariel
Sales: £183.4m (–0.5%)
Facing a 6% fall in volumes, Ariel teamed up with former England striker Peter Crouch in January to promote its super-sized laundry pods. Specifically designed to handle tougher loads, with “2x stain and odour removal”, Ariel The Big One rolled into Tesco stores on 26 December.
60 (51) Batchelors
Sales: £181.7m (–3.7%)
Britain’s biggest instant pasta brand has taken a minor hit to volumes. They’re down 1.1%. Owner Premier is looking to reverse that loss with new lines such as the limited-edition Super Noodles Fiery Chilli & Lime Pot – following a team-up with Warner Bros for a DC on-pack promotion in January.
61 (57) Dairylea
Sales: £177.1m (–1.1%)
Dairylea has been “loved and trusted” for generations, it says. But the brand hasn’t rested on its laurels: it’s been busy on the innovation front, too. September saw its first foray into plant-based via Plant-Based Dunkers – to bring “the tantalising taste of cheese to all lunchboxes”.
62 (67) Fox’s
Sales: £176.3m (+8.7%)
Fox’s is up £14.1m in value and 8.6% in volume thanks to its premium biscuits. “Shoppers are tapping into affordable luxuries and comfort foods, with our premium treat biscuits having generated £41.1m in sales in 2024”, says Robin Norton, Fox’s Burton’s head of category insight.
63 (59) Chicago Town
Sales: £174.9m (–1.6%)
Chicago Town wants to help shoppers recreate high Street experiences at home. That’s resulted in the launch of sides and desserts such as November’s Triple Chocolate Mallow Cookie Bars. Its premium Takeaway Pizza range also got a Memphis BBQ Pulled Pork line in September.
64 (58) Quaker
Sales: £174.0m (–2.5%)
More Brits are back in the office, driving demand for food to go. Quaker has sought to capitalise by expanding its Oat So Simple sachets and pots, adding Hazelnut Chocolate in August. It also expanded its Protein range in April with Peanut Butter and Strawberries & Cream.
65 (78) Comfort
Sales: £173.0m (+16.7%)
C0mfort went big last May with the launch of a 15-strong Botanicals range, backed by £9m in marketing spend. The lineup comprises Botanicals Fabric Conditioner and Scent Booster Elixir, each in Heavenly Fresh, First Blooms and Summer Bouquet variants across a variety of pack sizes.
The new products use “a breakthrough formulation to deliver multi-sensorial freshness, leaving no residue of clothes, even in cold and short cycles”, says Nathan Palmer, homecare marketing director at owner Unilever. “The innovation was designed to tap the consumer desire for enhanced fragrance experiences, which is the main value driver for the category.”
That desire has helped Comfort add £24.8m and shift an extra 10.2 million units. “Scent Booster Elixir has added 33% in incremental sales (£2.6m) to total scent boosters,” Palmer says. It’s also achieved 4.4% penetration, while Botanicals Fabric Conditioner has reached 5.5%.
Part of that appeal is down to patented technology that “can improve the breathability of fabrics and has been designed to be effective with towels and sportswear, as well as effective in short and cold cycles”, Palmer adds.
66 (65) Irn-Bru
Sales: £169.0m (+1.9%)
Scotland’s qualification for the men’s Euro 2024 sparked Irn-Bru’s ‘Mannschaft’ campaign, featuring a stein-wielding Scot handing “liquid optimism” to German opponents. The push was backed by football-themed packs and giveaways, as part of a £6m spend throughout the year.
67 (61) Hellmann’s
Sales: £167.6m (–5.3%)
Hellmann’s is down 2.2 million units despite average pack price dropping 1.9%. In May, it rebranded Vegan Mayo as Plant Based Mayo, hoping to lure flexitarians. Seven months later, it targeted younger Brits by handing sarnies to Charli XCX fans and partnering with Fortnite.
68 (68) Bisto
Sales: £164.1m (+1.8%)
Getting into more mealtimes has been a key focus for Bisto, which has held on to its volumes. The brand launched a For Sausages line in February 2024 – running alongside seasonal SKUs such as Best Turkey Gravy – and staged ‘Pass the Gravy’ and Wallace & Gromit campaigns.
69 (74) Good Boy
Sales: £162.9m (+8.2%)
Volume growth has been “the biggest obstacle for Good Boy this year”, says Andrew Tyers, head of category & sales at owner Spectrum Brands. But the brand overcame that challenge to grow units 10.2%. It also made its debut in wet dogfood with the launch of Home Faves last June.
70 (72) Duracell
Sales: £161.9m (+5.0%)
The rising price of own label batteries has worked to the benefit of Duracell, “as the narrowing price gap makes branded options more appealing,” says a spokeswoman. Britain’s biggest battery brand has gained £7.7m. However, volumes are more or less flat – up just 0.1%.
71 (75) Kenco
Sales: £159.7m (+7.0%)
The at-home frothy coffee boom has helped Kenco bag 17% value growth for its speciality lines, billed as a “growing opportunity”. Its expanded Millicano range also performed well – and premium instant Gold Indulgence added £4.2m after rolling into convenience in the autumn.
72 (77) Ben & Jerry’s
Sales: £158.9m (+6.9%)
Ben & Jerry’s pro-Palestine stance ruffled feathers at Unilever but didn’t deter consumers – as proven by the extra 2.5 million packs sold. In January 2024, it added the likes of Marshmallow & S’more and Spectacu-love. “Upgraded” Cookie Dough Peaces followed in September.
73 (66) Tropicana
Sales: £157.0m (-4.7%)
Despite a torrent of new products - including the Fruit Sensation and Rise & Shine ambient ranges - Tropicana has sold 3.8 million fewer packs. It’s been squeezed by falling sales of traditional fruit juice and has lost chiller space to health shots and cold-pressed juice challengers.
74 (63) Quorn
Sales: £156.6m (–9.8%)
Meat-free leader Quorn is expecting a “defining year” following a volume decline of 10.8%. Nevertheless, the brand insists 2024 had many highlights, including its ‘So Tasty’ push to drive growth in its snacks. The activity brought 400k shoppers into the category in just six weeks.
75 (73) Pot Noodle
Sales: £155.1m (+1.2%)
Pot Noodle horrified Brits last February with an ad that celebrated loud slurping. The most liked response on YouTube branded it “absolutely repulsive”. Canny censored versions followed in March. But the slurping didn’t hamper sales: the brand’s sold 10.9 million extra units.
76 (81) Ginsters
Sales: £155.0m (+11.4%)
Ginsters has been “growing the big crowd-pleasers”, says marketing director Sarah Babb. That means looking to both the old and the new. The brand has shifted an extra 22 million units of Original Cornish Pasty – and added in-demand NPD such as Butter Chicken Bake and Breakfast Roll, both launched in April.
Butter Chicken Bake was dreamed up after “continually watching and predicting flavour trends as part of our innovation planning”, Babb says. And Breakfast Roll has given Ginsters a presence beyond lunch.
Impulse is another growing opportunity. “We’ve identified a trend for more impulse purchasing in savoury pastry,” says Babb. “Recent research by Ginsters demonstrates how important a role the category can play in driving incremental impulse sales. Our category is the confectionery of the chilled aisle.”
To stay front of mind, Ginsters has continued its ‘Taste the Effort’ campaign with ads featuring farmer Merryn. Running across multiple media touchpoints, it’s expected to reach 92% of UK adults in 2025. Ginsters also plans to tap more seasonal occasions. A pigs-in-blankets pasty, perhaps?
77 (80) Old El Paso
Sales: £146.3m (+3.5%)
Old El Paso is making some noise once again. Having suffered a slump last year, the brand has added nearly £5m on flat units. That performance was fuelled by its ‘Fajita Friday’ campaign and ‘Turn it Up’ activity in September, to promote its two-person Street Vibes kits.
78 (70) Rowntrees
Sales: £143.6m (–9.8%)
Rowntree’s has recorded the top 100’s largest volume loss. It’s down 19% – or 21.5 million packs. It’s also shed £15.7m. To address this slump, owner Nestlé is looking to capitalise on demand for bigger packs. It launched a Jelly Tots Tangy sharing bag in January for the sweets’ 60th anniversary.
79 (71) Schweppes
Sales: £143.4m (–9.1%)
Schweppes has declined for the third year in a row, shedding 15.1% of volumes. “We’ve seen a rebalance in mixer sales over the past couple of years as footfall to out-of-home venues increases following the pandemic,” says Rob Yeomans, CCEP GB’s VP of commercial development.
80 (85) Finish
Sales: £142.8m (+4.2%)
The auto dishwash market is on the rise, thanks to Brits cooking more at home. But Finish has failed to fully capitalise. It’s down 3.3% in volumes – or around 682,400 packs. That means the Reckitt brand’s £5.7m gain is mainly the result of a 7.7% rise in average unit price.
81 (84) Kleenex
Sales: £141.5m (+3.0%)
Kleenex’s 7% volume growth is “down to our investment in promotions to make the brand more accessible”, says owner Kimberly-Clark. The tissue brand also revamped its entire portfolio last October “to rejuvenate our appeal, making it more relevant to younger consumers”.
82 (92) M&M’s
Sales: £140.6m (+10.6%)
M&M’s continues to climb the top 100, this time with a £13.4m gain. That was driven by NPD including M&M’s Minis in July, developed to “recruit younger consumers into the bite-size subcategory”. Crispy Milk Chocolate Santa Treat also landed over Christmas.
83 (82) Aunt Bessie’s
Sales: £138.5m (–0.3%)
Aunt Bessie’s entered 2024 with the aim of “making roast dinners more affordable”. It rolled three frozen roasting joints into Asda, Morrisons and Sainsbury’s in September, along with sides such as Maple & Thyme Glazed Carrots. The brand also ran a series of multibuy promotions in the mults.
84 (88) Peperami
Sales: £136.1m (+3.3%)
Peperami’s £4.4m gain was driven by higher prices – it’s sold three million fewer packs. The brand has been pushing premium lines like its duo of Tapas sticks, which hit shelves in March 2024. The following month, its Animal mascot returned to screens to promote Pizza Buns and Chicken Bites.
85 (89) Princes Foods
Sales: £135.0m (+4.2%)
Princes increased volumes 2.7%, despite inflation encouraging consumers to trade down. The brand attributes those gains to amping up its sustainability credentials and campaigns – most notably, its ‘Fish For Greatness’ push to highlight its responsible tuna sourcing commitment.
86 (87) Anchor
Sales: £134.4m (+0.8%)
A 5.8% cut in average price helped boost Anchor volumes by 7%. The brand has been busy on NPD, too, with the launch of squeezy butter last May. Looking ahead, Anchor promises “exciting marketing plans” on the horizon, such as a continuation of its ‘Butter the Food, Butter the Mood’ push.
87 (90) Philadelphia
Sales: £134.3m (+3.7%)
Philadelphia has grown volumes 4.4% – “highlighting its established position in the nation’s fridges”, it says. The 153-year-old brand’s “strong range” of cream cheese in various flavours, fat levels and formats is what keeps Britain’s shoppers coming back for more, it adds.
88 (83) John West
Sales: £133.9m (–3.6%)
In a quiet year for the tuna giant, its highlight was the “ultimate faff-free solution” to excess packaging: its Ecotwist design for can towers. It has no shrink wrap or cardboard, just an aluminium strip to keep the cans together. It saves 65 tonnes of plastic or 300 tonnes of cardboard annually.
89 (86) Oatly
Sales: £133.8m (–2.4%)
Despite a 2.1% dip in volumes, Oatly says it’s still the “biggest driver of new shoppers into plant-based milks”. Campaigns including ‘It Works in Tea’ and ‘Custard by Giggs’, as well as launches such as Lighter and Organics, have “proved effective at bringing in new shoppers”.
90 (79) Flora
Sales: £133.7m (–9.0%)
Flora has lost £13.2m. That’s the result of both a 2.2% decline in volumes and a 7% fall in average price per unit.
It’s a major reversal of the success reported in last year’s supplement – albeit based on a narrower methodology.
This downturn comes despite some interesting firsts for Flora in 2024.
In January, the brand launched what it called the “world’s first” plastic-free, recyclable spreads tub in January – made from compressed wet paper fibres.
The brand then claimed an industry first in September with a limited-edition Plant B+tter Smoked Garlic variant – to capitalise on the flavoured butter trend.
That’s not to say owner Flora Food Group focused solely on headline-grabbing launches. It also reformulated the brand’s portfolio over the course of the year, leading to “outstanding consumer feedback that’s now translating into volume growth”, it says.
And in a high-profile addition to its ongoing ‘Skip the Cow’ push, Flora signed up Gordon Ramsay at the turn of 2025. The brand had “blown me away”, said the chef. He’s now fronting ads highlighting Flora as a climate-friendly alternative to dairy.
91 (116) Celebrations
Sales: £132.1m (+22.4%)
Christmas played a big part in the £24.1m gain for Celebrations, which pushed it into the top 100. An ad over the festive period highlighted the favourite Celebrations chocolates of various UK cities. The activity “sparked spirited discussion” and “drove consumers to stores”, says the brand.
92 (104) Febreze
Sales: £131.6m (+13.6%)
As Brits invest significantly more in garment care, Febreze has broken into the top 100 with a £15.8m gain. P&G’s fragrance-led brand has shifted an extra 4.6 million packs. That’s a 12.1% rise in volumes – driven in part by keeping a lid on prices, which are up by just 1.3% per unit.
93 (76) Cushelle
Sales: £130.4m (–12.5%)
Brits’ bums have been a casualty of the cost of living crisis – and Cushelle has paid the price. The brand’s £18.6m decline is down to “the tendency for consumers to downtrade to a product that’s of lesser quality but still does the job”, says Nuria Antoja, regional marketing director of consumer goods UKI & MEA at brand owner Essity.
At the same time, input costs have been rising – forcing Cushelle to reduce pack sizes last summer.
“A small (5mm) reduction in roll height enabled us to counter the input cost rises without impacting consumers at the checkout,” Antoja explains.
The brand is now following consumer demand with the launch of value-tier Simply Soft this month.
Cushelle is also striving to sell the value benefits of its longer rolls. In the first half of 2024, it ran a campaign focused on the “convenience, sustainability and overall value” of the bulkier format.
It was part of a £3m-plus investment over the year, including £2m on TV ads for Cushelle Quilted – which drew negative reviews following a reformulation in June. The push was also a milestone for mascot Kenny the Koala, who landed his first speaking part.
94 (93) Silver Spoon
Sales: £129.8m (+3.0%)
Silver Spoon’s pack refresh last year wasn’t enough to prop up volumes. They’re down 5.1% on an 8.5% rise in average price per pack, driven by higher input costs. But NPD has “taken us into new categories such as added-value icings”, says home baking controller Lauren Crawford.
95 (101) Sheba
Sales: £129.5m (+9.5%)
Sheba’s value gain is the fastest of any top 100 petcare brand. Volumes are up 10.2% following a reset of its core portfolio in January 2024, including recipe upgrades and a new Kitten range. “The past year has been a strong one for Sheba,” says European brand director George Hillman.
96 (95) Dolmio
Sales: £128.7m (+3.1%)
Cooking sauce powerhouse Dolmio has benefited from Brits eating at home more while also “embracing exciting cuisines and more adventurous meals in a convenient and accessible way”, says Hana Hutchinson, brand director for Italian at Mars Food & Nutrition Europe.
97 (94) Vimto
Sales: £128.5m (+2.4%)
Vimto has achieved its “highest-ever brand value” despite a slight decline for the overall squash category, says Angela Reay, group marketing director at Nichols. Vimto’s extra £3m was driven in part by its ‘Love the Taste or Your Money Back’ push, which drove a 16% increase in shoppers.
98 (98) Mars
Sales: £128.3m (+6.0%)
Mars has long struggled to keep Brits interested. But it’s delivered a solid performance this year considering the challenge of HFSS rules. While a 4.4% rise in price accounts for most of its value gain, units are also up 1.6%. Its non-HFSS line was renamed Fruit & Nut from Triple Treat last autumn.
99 (113) Regina
Sales: £125.7m (+14.4%)
Regina has thrown its weight into tackling hygiene poverty. In September, it joined the Multibank donation initiative, formed to help families on the breadline. “It is a way for us to show solidarity to people affected by poverty,” says Francesco Pastore, Sofidel chief marketing & sales officer.
100 (106) Fridge Raiders
Sales: £124.8m (+7.8%)
Having delivered a volume gain of 8.5%, Fridge Raiders is “leading the charge in the chilled meat category”, says owner Pilgrim’s. One of the past year’s highlights was the £2.7m push in April, ‘Get The Day Done’. It portrayed weary workers finding motivation in a Fridge Raiders snack.
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