26 (23) Felix
Sales: £199.4m (–1.4 %)
Launched: 1989
Neither bright-eyed nor bushy-tailed, Felix has lost share as pet owners have forked out increasing amounts on premium cat foods. Whiskas Simply, which offers steamed and grilled meat and fish with no additives, helped knock Felix pouches off the top spot in the petfood category last year, and premium offerings from the likes of Sheba and Purina’s new A la Carte range have left poor old Felix out in the cold.
27 (24) Flora
Sales: £198.2m (–1.0%)
Launched: 1964
This is set to be a big year for the Unilever brand, which plans to move away from its focus on heart health and reposition as a family favourite. And it could do with a boost – sales slipped during 2010, with volume down 3.9% and value down 1%. The brand’s tie-up with Channel 5 last year for Family Food Fight with Flora also ended badly, with Ofcom rapping the programme for containing too many plugs for Flora products.
28 (28) Red Bull
Sales: £196.9m (+6.7%)
Launched: 1994
The sports and energy drinks market had a fantastic 2010 and, with sales up 6.7%, Red Bull had much to celebrate – not least the double Formula 1 win in November. The brand’s Set You Up campaign, launched in May last year, resonated with consumers, says Doug Bairner, head of category marketing. “People are working harder and longer hours, and are starting to see the real relevance of sports and energy drinks,” he adds.
29 (31) Ariel
Sales: £178.1m (+9.1%)
Launched: 1969
Playing it cool has been delivering great results for Procter & Gamble’s Ariel laundry brand. The company has been enjoying strong sales of Ariel Excel Gel, which claims to remove stains even when used at temperatures as low as 15 degrees. And the whole brand received a boost at the start of last year when Actilift was added to its products to help remove stains and treat fabric fibres so that stains are less likely to set in.
Ariel Excel Gel has been cited as one of the products that would help P&G achieve the long-term “sustainability vision” it announced last year. “I am convinced innovation can uncover solutions to the major sustainability issues facing us such as waste, emissions and water use,” said Len Sauers, P&G vice president of global sustainability. It also announced its goal to help consumers use a cold water cycle for 70% of washing machine loads by 2020.
Also touted as a product with sustainability benefits was the brand’s move into the £80m stain removal market, in the form of Ariel Stain Remover. Launched in June in powder, gel and pre-treat formats, the company said the product was a cost-effective and energy efficient measure to prevent consumers from having to increase the amount of detergent they used – or the washing temperature – to remove tough stains. The roll-out was supported by the brand’s biggest-ever marketing campaign.
The launch is an example of the “innovation flair” P&G UK and Ireland chief Irwin Lee said the company would bring to the household category in an interview with The Grocer last May.
30 (29) Mr Kipling
Sales: £178.1m (–1.1%)
Launched: 1967
Mr Kipling’s bid to break free of its old-fashioned image with new ice cream-inspired lines seems to have missed the mark, and sales have dropped 1.1%. It could be a sign of the times, with fresh cakes stealing share from ambient, but brand owner Premier will be hoping its new pudding-inspired launches help it hang on to its slice of the market. Trifle Bakewells, Spotted Dick Slices and Rhubarb & Custard Pies hit shelves last month.
Britain's 100 Biggest Brands 2011
Sales: £199.4m (–1.4 %)
Launched: 1989
Neither bright-eyed nor bushy-tailed, Felix has lost share as pet owners have forked out increasing amounts on premium cat foods. Whiskas Simply, which offers steamed and grilled meat and fish with no additives, helped knock Felix pouches off the top spot in the petfood category last year, and premium offerings from the likes of Sheba and Purina’s new A la Carte range have left poor old Felix out in the cold.
27 (24) Flora
Sales: £198.2m (–1.0%)
Launched: 1964
This is set to be a big year for the Unilever brand, which plans to move away from its focus on heart health and reposition as a family favourite. And it could do with a boost – sales slipped during 2010, with volume down 3.9% and value down 1%. The brand’s tie-up with Channel 5 last year for Family Food Fight with Flora also ended badly, with Ofcom rapping the programme for containing too many plugs for Flora products.
28 (28) Red Bull
Sales: £196.9m (+6.7%)
Launched: 1994
The sports and energy drinks market had a fantastic 2010 and, with sales up 6.7%, Red Bull had much to celebrate – not least the double Formula 1 win in November. The brand’s Set You Up campaign, launched in May last year, resonated with consumers, says Doug Bairner, head of category marketing. “People are working harder and longer hours, and are starting to see the real relevance of sports and energy drinks,” he adds.
29 (31) Ariel
Sales: £178.1m (+9.1%)
Launched: 1969
Playing it cool has been delivering great results for Procter & Gamble’s Ariel laundry brand. The company has been enjoying strong sales of Ariel Excel Gel, which claims to remove stains even when used at temperatures as low as 15 degrees. And the whole brand received a boost at the start of last year when Actilift was added to its products to help remove stains and treat fabric fibres so that stains are less likely to set in.
Ariel Excel Gel has been cited as one of the products that would help P&G achieve the long-term “sustainability vision” it announced last year. “I am convinced innovation can uncover solutions to the major sustainability issues facing us such as waste, emissions and water use,” said Len Sauers, P&G vice president of global sustainability. It also announced its goal to help consumers use a cold water cycle for 70% of washing machine loads by 2020.
Also touted as a product with sustainability benefits was the brand’s move into the £80m stain removal market, in the form of Ariel Stain Remover. Launched in June in powder, gel and pre-treat formats, the company said the product was a cost-effective and energy efficient measure to prevent consumers from having to increase the amount of detergent they used – or the washing temperature – to remove tough stains. The roll-out was supported by the brand’s biggest-ever marketing campaign.
The launch is an example of the “innovation flair” P&G UK and Ireland chief Irwin Lee said the company would bring to the household category in an interview with The Grocer last May.
30 (29) Mr Kipling
Sales: £178.1m (–1.1%)
Launched: 1967
Mr Kipling’s bid to break free of its old-fashioned image with new ice cream-inspired lines seems to have missed the mark, and sales have dropped 1.1%. It could be a sign of the times, with fresh cakes stealing share from ambient, but brand owner Premier will be hoping its new pudding-inspired launches help it hang on to its slice of the market. Trifle Bakewells, Spotted Dick Slices and Rhubarb & Custard Pies hit shelves last month.
Britain's 100 Biggest Brands 2011
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