Aiming to break into the main ranking next year, here are grocery’s 10 fastest growing brands just outside the top 100
105 (121) Oreo
Sales: £126.9m (+17.6%)
The Mondelez biscuit brand unveiled a new look and its “tastiest Oreo cookie yet” in summer 2024, ramping up cocoa content and reducing sugar in a bid to better reflect “changing tastes”.
That reinvention meant Oreo “stood out on shelf” and drove “consumer trial”, says Susan Nash, trade communications manager at Mondelez. In the past 12 months, it’s helped to hike unit sales 12.3%. seasonal launches including Gingerbread and Creme Egg have also piqued curiosity.
Nash is confident new ad restrictions on HFSS products won’t dampen demand. The rules have simply “offered us an opportunity to innovate”.
108 (127) Twix
Sales: £123.3m (+17.8%)
At a time when value is key to winning over shoppers, Twix smartly chose to stress ‘Two is more than one’. The global push launched in March 2025, highlighting the two bars in each pack.
This shift from the long-running ‘Left Twix vs Right Twix’ campaign was pivotal to a 14% unit gain, claims the brand. “The platform has driven cultural relevance and meaningful consumer engagement, reinvigorating the brand with fresh energy,” says a Twix spokesperson.
Success was further buoyed by the rollout of Twix Crispy Rolls. Combined with Bounty and Milky Way versions, they made over £19m in their first year.
115 (132) Strings & Things
Sales: £118.9m (+17.7%)
Strings & Things owes much of its growth to innovation like Munch Mix, says a brand spokesperson.
Unveiled in August, the combination snack is available in Cheddar Cheese & Crunchy Crackers and Cheddar Cheese & Crunchy Pretzels.
The brand, which has grown units 15.5% to 69.4 million, also credits its multimillion ‘Fun-Om-Nom-Nom’ push for establishing its place in lunchboxes across the country.
Plus, String & Things has leveraged its “dairy goodness” as a natural source of protein to tap food-to-go and offer a balanced option in meal deals, the spokesperson adds.
121 (160) Jason’s Sourdough
Sales: £114.5m (+109.6%)
Growing appetite for cleaner label food and premium baked goods has put Jason’s Sourdough in the spotlight.
Founded in March 2020, the Geary’s Bakery brand has recorded the fastest percentage value gain in this supplement. And it’s almost doubled unit sales, shifting an extra 28.1 million packs.
Such rapid growth makes further innovation “essential”, says founder Jason Geary. As such, Jason’s unveiled Crumpets in September, its first non-bread product, followed in October by Toasties in Ham Hock & West Country Cheddar and Tangy & Mature Three Cheese.
122 (133) San Pellegrino
Sales: £113.5m (+14.3%)
San Pellegrino is well on its way to entering the top 100, as it continues to cash in on demand for healthier and more premium soft drinks. It’s sold an extra 2.6 million packs of fizzy water and fruity pop – a rise of 5.4%.
As a highlight of 2025, owner Nestlé Waters points to the Cherry & Lemon addition to San Pellegrino’s core carbonate lineup. There was also the rollout of Zero Added Sugar sodas Lemon and Peach & Clementine.
The Italian brand has splashed out on marketing, too. Its fruity drinks were supported by the £2.9m ‘Life is Juicier’ push, which kicked off in the summer.
123 (152) Crosta Mollica
Sales: £113.2m (48.0%)
Crosta Mollica kicked off 2025 by revamping its look and positioning. It dropped the ampersand from its name and unveiled packs designed to “proudly showcase the pizza within”.
The makeover was followed by a raft of innovation including August’s Collezione Romana range on a “thinner and crispier and larger” base. The three-strong lineup was designed to show “what makes pizzas from different regions unique and special”, says Crosta Mollica.
In the same month, the brand – which has added £36.7m – unveiled “inherently Italian” Pizzelle Dough Bites in three variants.
134 (156) Graham’s The Family Dairy
Sales: £101.6m (+35.7%)
Graham’s MD Robert Graham attributes the “hugely encouraging” performance of the brand – up £26.7m in value –to the strong showing of its traditional milk range.
The lineup “performed particularly well as consumers continue to shift towards trustworthy, natural products for their morning coffee or bowl of porridge”, he says.
Graham’s Gold Top milk – which starred in a Christmas push – achieved “its highest-ever sales” last year, adds Graham.
He also highlights the robust performance of the brand’s healthier products, such as cottage cheese and protein yoghurt pouches.
136 (157) Itsu
Sales: £99.5m (+37.0%)
An NPD-led strategy has propelled Itsu’s grocery brand into double-digit volume growth. In 2024 alone, it added 32 products to its Asian-inspired range.
Of those, the standout was Soup Dumplings. Launched in October 2024, the Chinese-inspired steamed dumplings quickly became a viral hit, racking up 21 million views on TikTok.
The following August, Itsu unveiled further dumpling variants Thai-Style Prawn, Aromatic Duck and Spicy Chicken.
“It’s a great example of where innovation is really critical to driving our growth,” Aidan Tyers, Itsu Grocery joint MD, told The Grocer in September.
147 (154) 7up
Sales: £89.6m (+17.8%)
7up has added £13.5m on units that have swelled 13.1%. The lemon & lime soda’s momentum is due to a balance of “trusted core favourites with exciting new flavours and formats”, says Ben Parker, VP for off-trade sales at 7up distributor Carlsberg Britvic.
The brand added a Pink Lemonade Zero Sugar variant last April – billed as a “drink that blends lemon, lime, and raspberry for a refreshing twist”.
It was the second most valuable launch in carbonates last year, adds Parker. The drink’s sugar-free credentials had particular appeal among “health-conscious consumers seeking flavour without compromise”.
156 (159) Milky Way
Sales: £83.1m (+25.1%)
The revival of Crispy Rolls created a sweet spot for Milky Way in 2025. The snack had been discontinued in 2022, much to the dismay of fans – some of whom flooded social media with pleas for a return. One online petition garnered more than 8,000 signatures, says the brand.
So, after a three-year hiatus, owner Mars announced the return of the chocolate-coated wafers with soft centres in January last year.
“Through this launch, the brand has proven the appeal of offering consumers the chance to buy into blockbuster brands in smaller formats at a lower recommended retail price,” a Mars spokesperson says.
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