Sales of confectionery that ran World Cup tie-ins soared during the competition, according to two major players.

Masterfoods, which changed the name of Mars bar to Believe for the event, estimated that sales were up 50%. It said sales of single bars and multipacks grew 32% and 174% respectively across impulse channels and 15% and 68% in grocery.

Nestlé Rowntree has also reported strong sales growth as a result of its World Cup activity and Big Brother tie-in. It claims sales of its four-finger Kit Kat rose by 16% and Kit Kat Chunky by 38% in the first 26 weeks of the year.