A strained plain yoghurt might not seem like the height of excitement. But Fage is one of the big movers and shakers in this year’s Britain’s Biggest Brands report. The brand has broken into the top 100 on the back of the highest volume growth in the ranking – up 37.4%. With a £54.9m gain, retail sales value is £177.1m.

In many ways, Fage sums up consumer attitudes to health. As a natural Greek yoghurt, it’s about as far away from a UPF as you can get. The brand also escapes the HFSS classification.

For former Vita Coco CEO and high-profile fmcg investor Giles Brook, that’s no coincidence. “Two major forces are shaping consumer demand: products that are better for you and better for the planet,” he says.