cadbury's heroes ad

Last year: 138 ▲

Sales: £65.2m (+£6.8%)

One of the heroes of last Christmas, thanks to NPD including a new pouch format that has more than doubled in value and hit £4m. Another key factor behind the brand’s growth is the sharing trend, which senior brand manager Declan Duggan says will continue to be a focus. “Heroes is the eighth biggest brand at Christmas, worth £47.9m during the season; there’ll be more exciting NPD for 2017.”