91 (84) Birds Eye frozen veg
Sales: £88.8m (–0.7%)
Launched: 1946
Birds Eye added the Field Fresh sub-brand to its frozen veg range in September 2009. The line-up now includes garden peas, petit pois, sweetcorn and green beans, and two types of mixed veg. Frozen herbs were added in 2010.
92 (114) Cadbury’s biscuits
Sales: £88.2m (+32.3%)
Launched: 1891
Cadbury’s ambitious plans for its biscuits portfolio were drawn up long before Kraft arrived, but the Americans must be impressed by the progress.
Just three months after the acquisition, Cadbury announced plans to be as big in the biscuit market as it is in confectionery, extending its Crunchie, Dairy Milk Caramel and Turkish Delight brands into the biscuit aisle through an existing licensing deal with Burton’s Foods.
The move was designed to lure new consumers to the biscuit fixture with some of the contemporary excitement of the confectionery aisle. Backed by a £2.5m ad campaign, the launch has helped Cadbury Biscuits smash initial sales targets – with sales exceeding £15m in less than a year.
“Our launch transformed what was otherwise a rather staid chocolate biscuits market into a destination aisle,” says Stuart Wilson, chief marketing officer at Burton’s.
Meanwhile, last October saw Cadbury Fingers on TV for the first time in five years. The £2m family-orientated push showed finger-puppet characters achieving various firsts, such as the “first finger on the moon”.
93 (91) Pot Noodle
Sales: £86.1m (+7.5%)
Launched: 1979
Value sales of the students’ favourite were boosted by the arrival of the Pot Noodle GTi range last year. The microwaveable snacks contain meat chunks and are designed to keep punters munching Pot Noodles into their 20s.
94 (94) Rowntree’s
Sales: £84.0m +6.2%
Launched: 1881
A digital-heavy media campaign last year boosted the brand by more than £13m, while Facebook feedback prompted the launch of a Randoms sharing bag in August. X Factor duo Jedward fronted a promotional hot-air balloon tour.
95 (98) Quavers
Sales: £80.9m (+6.5%)
Launched: 1968
Quavers – one of PepsiCo’s most consistent performers – posted another strong performance in 2010.The brand was relaunched in a new ‘99 calories or less bag’ last year, a move that included switching to smaller-portion bags.
96 (99) Oasis
Sales: £80.6m (+6.8%)
Launched: 1990
Oasis has performed well over the past year, but sadly there will be no further sightings of the Oasis Rubberduckzilla, as agency VCCP has taken over the marketing of the product from Mother. Citizens of Tokyo are said to be relieved.
97 (93) Kettle Chips
Sales: £80.1m (+1.1%)
Launched: 1988
The premium crisp brand has slipped a few places, despite a busy year. Investment in its Norwich production facility, coupled with innovation such as the launch of a Jalapeño Chilli variant, aims to stop it becoming stale.
98 (101) Glade aircare
Sales: £79.1m (+7.1%)
Launched: 1959
A 7.1% increase in value sales has helped SC Johnson’s Glade break into the top 100 rankings, backed by a £6m advertising spend. But however creative the aircare ads, they can’t possibly outshine Glade Shake n’ Vac’s new Jedward spot.
99 (95) Hula Hoops
Sales: £78.0m (–0.4%)
Launched: 1973
Hula Hoops has clung to its place in the top 100 despite slight drops in value and volume. The brand is set to partner the new series of TV show Britain’s Got Talent with an on-pack promotion offering customers free talent lessons.
100 (104) Aunt Bessie’s potatoes
Sales: £77.8m (+8.9%)
Launched: 1974
Aunt Bessie went under the knife last summer and hit shelves with a more youthful look as the brand wooed younger shoppers. It seems to have worked, with sales up 8.9% – although promotions may have helped as volume has risen 18.9%.
Britain's 100 Biggest Brands 2011
Sales: £88.8m (–0.7%)
Launched: 1946
Birds Eye added the Field Fresh sub-brand to its frozen veg range in September 2009. The line-up now includes garden peas, petit pois, sweetcorn and green beans, and two types of mixed veg. Frozen herbs were added in 2010.
92 (114) Cadbury’s biscuits
Sales: £88.2m (+32.3%)
Launched: 1891
Cadbury’s ambitious plans for its biscuits portfolio were drawn up long before Kraft arrived, but the Americans must be impressed by the progress.
Just three months after the acquisition, Cadbury announced plans to be as big in the biscuit market as it is in confectionery, extending its Crunchie, Dairy Milk Caramel and Turkish Delight brands into the biscuit aisle through an existing licensing deal with Burton’s Foods.
The move was designed to lure new consumers to the biscuit fixture with some of the contemporary excitement of the confectionery aisle. Backed by a £2.5m ad campaign, the launch has helped Cadbury Biscuits smash initial sales targets – with sales exceeding £15m in less than a year.
“Our launch transformed what was otherwise a rather staid chocolate biscuits market into a destination aisle,” says Stuart Wilson, chief marketing officer at Burton’s.
Meanwhile, last October saw Cadbury Fingers on TV for the first time in five years. The £2m family-orientated push showed finger-puppet characters achieving various firsts, such as the “first finger on the moon”.
93 (91) Pot Noodle
Sales: £86.1m (+7.5%)
Launched: 1979
Value sales of the students’ favourite were boosted by the arrival of the Pot Noodle GTi range last year. The microwaveable snacks contain meat chunks and are designed to keep punters munching Pot Noodles into their 20s.
94 (94) Rowntree’s
Sales: £84.0m +6.2%
Launched: 1881
A digital-heavy media campaign last year boosted the brand by more than £13m, while Facebook feedback prompted the launch of a Randoms sharing bag in August. X Factor duo Jedward fronted a promotional hot-air balloon tour.
95 (98) Quavers
Sales: £80.9m (+6.5%)
Launched: 1968
Quavers – one of PepsiCo’s most consistent performers – posted another strong performance in 2010.The brand was relaunched in a new ‘99 calories or less bag’ last year, a move that included switching to smaller-portion bags.
96 (99) Oasis
Sales: £80.6m (+6.8%)
Launched: 1990
Oasis has performed well over the past year, but sadly there will be no further sightings of the Oasis Rubberduckzilla, as agency VCCP has taken over the marketing of the product from Mother. Citizens of Tokyo are said to be relieved.
97 (93) Kettle Chips
Sales: £80.1m (+1.1%)
Launched: 1988
The premium crisp brand has slipped a few places, despite a busy year. Investment in its Norwich production facility, coupled with innovation such as the launch of a Jalapeño Chilli variant, aims to stop it becoming stale.
98 (101) Glade aircare
Sales: £79.1m (+7.1%)
Launched: 1959
A 7.1% increase in value sales has helped SC Johnson’s Glade break into the top 100 rankings, backed by a £6m advertising spend. But however creative the aircare ads, they can’t possibly outshine Glade Shake n’ Vac’s new Jedward spot.
99 (95) Hula Hoops
Sales: £78.0m (–0.4%)
Launched: 1973
Hula Hoops has clung to its place in the top 100 despite slight drops in value and volume. The brand is set to partner the new series of TV show Britain’s Got Talent with an on-pack promotion offering customers free talent lessons.
100 (104) Aunt Bessie’s potatoes
Sales: £77.8m (+8.9%)
Launched: 1974
Aunt Bessie went under the knife last summer and hit shelves with a more youthful look as the brand wooed younger shoppers. It seems to have worked, with sales up 8.9% – although promotions may have helped as volume has risen 18.9%.
Britain's 100 Biggest Brands 2011
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