A golden opportunity missed? We asked Britain's top 10 fmcg brands what they were doing for the Queen's Jubilee. If nothing, why? Coca-Cola (annual value around £670m, ACNielsen year to April 2001) ­ as a member of the Royal Warrant Holders Association, the company has made a contribution towards the Queen's Picture Gallery. Also sponsoring some street parties. No other plans because it "doesn't really get involved with cause-related marketing". Walkers (£485m) ­ brought out Marmite and Cheese & Branston Pickle special editions at the start of the year as part of its Great British Flavours celebration for a year of patriotic activity, including the World Cup, Commonwealth Games and the Jubilee. Only went all out for the Jubilee theme earlier this month by introducing Coronation Chicken flavour for a limited period. Nescafé (£320m) ­ when The Grocer initially contacted parent company Nestlé a spokesman told us: "We have nothing planned for the Queen's Golden Jubilee," and declined to give a reason. It has now revealed it will be official coffee supplier at the concerts on June 1 and 3, suggesting Nestlé may have been among those to have made a late decision to get involved after being surprised by the growing support for the Jubilee. Stella Artois (£315m) ­ has no money in its coffers for Jubilee activity despite a record marketing budget of £28m this year. Not keen on "gimmicky promotions which do not drive sales". Müller (£290m) ­ no plans to get involved. Like Stella, the yogurts giant believes the event itself will drive sales of all big brands while the nation enjoys some time off. A spokesman says: "We have a year-round programme of strong marketing support for all our products. While we have no specific plans for any seasonal events this year, such as the Golden Jubilee, sales will no doubt enjoy an uplift. Summer and bank holidays are a key period for Müller and we are sure that our products will be enjoyed at many a Jubilee street party." Persil (£235m) ­ the nation's favourite detergent is being given a back seat during the Jubilee in favour of sister brand Surf which is also celebrating a golden anniversary, having first hit shelves in 1952. "As a company we took the decision to concentrate our efforts on promoting the Queen's Jubilee with one brand," says a spokeswoman. "Surf was chosen because it was a great link." Andrex (£205m) ­ brand owner Kimberly-Clark has not announced any activity for its best-selling toilet paper. Robinsons (£185m) ­ "We took a deliberate decision not to get involved," says a spokeswoman. "We looked at the potential of the event and decided not to do anything." Kit Kat (£175m) ­ Nestlé has given multipacks of its top selling treat a patriotic makeover with a Union Jack design. "Kit Kat is a true British icon just like the Jubilee celebrations," says a spokesman. "What better way to fly the flag for Britain." The company has also brought out a Jubilee tin of Quality Street. Pepsi (£175m) ­ like Coke, the World Cup is the priority even though it is not one of the tournament's official partners. Instead, it is relying on tie-ups with top players including England captain David Beckham. A spokeswoman says: "The Jubilee is not applicable for Pepsi because we have an obvious strategy around music and football." {{COVER FEATURE }}