71 (78) Surf
Sales: £106.3 (+13.8%)
Launched: 1952
Surf’s up – in value terms – though volume sales have remained static. In September, the brand rolled out its Small & Mighty liquids in larger packs, and last month relaunched the core range with improved fragrances and a new pack design.
72 (56) Actimel
Sales: £106.1m (–8.8%)
Launched: 1999
It was all downhill for drinking yoghurt Actimel as sales slipped 8.8% in value and 4.5% in volume – and the Danone brand has fallen to the 72 spot. In a bid to boost sales, Danone has kickstarted 2011 with a £2.6m campaign.
73 (53) Mars
Sales: £102.1m –14.2%
Launched: 1932
2010 was not a good year for Mars, despite reformulation to reduce saturated fat content. And fat wasn’t the only thing to drop, with the brand sliding 20 places down the rankings, losing 13.9% in volume and 14.2% in value sales.
74 (66) Kellogg’s Crunchy Nut
Sales: £99.8m (–3.5%)
Launched: 1980
Sales of Crunchy Nut fell during 2010 despite last summer’s Feast of Football World Cup promotion. The Kellogg’s brand also spoofed cult US movie Anchorman in a £13m Christmas ad campaign starring Rob Brydon.
75 (74) Hellmann’s mayo
Sales: £98.5m (+1.4%)
Launched: 1961
Hellmann’s hasn’t maintained last year’s 8.9% value growth, and has also found itself under attack from Heinz, which ramped up its own mayo range. But NPD has continued, with Hellmann’s launching several flavoured mayo products.
76 (72) Daz
Sales: £98.0m (+0.2%)
Launched: 1953
A lower rsp than many rivals has helped Daz maintain sales despite not promoting as heavily as some. Its Cleaner Close TV ad campaign rolls on, providing work for former soap opera stars like the bloke who played Dr Legg in Eastenders.
77 (76) Kleenex
Sales: £97.9m (+4.1%)
Launched: 1925
A particularly cold winter and the DoH’s Catch It, Kill It, Bin It message helped boost sales of market leader Kleenex by 4.1%. NPD included slimline Pockets targeted at men, as well as Kleenex Balsam tissues infused with menthol.
78 (75) Air Wick aircare
Sales: £97.8m (+1.3%)
Launched: 1953
With luxury scents proving popular, the category-leading brand recorded 1.3% growth last year. A range of fragrance-releasing formats, including sprays, plug-ins and even one that changes scent hourly, shows the value of NPD.
79 (82) McCoy’s
Sales: £97.4m (+7.9%)
Launched: 1985
Strong on-pack promotions helped McCoy’s to a “cracking” 2010, says brand owner UBUK. The Are you a Real Fan? World Cup promotion offered consumers the chance to win one of 10 all-expenses-paid football trips around the world and was accompanied by the launch of two limited edition flavours – Chicken Winger and Sausage Striker.
McCoy’s also ran a 2-for-1 on-pack curry promotion giving consumers that purchased a packet of crisps the opportunity to buy one main meal and receive a second free at more than 1,500 participating restaurants across the UK. This was supported by two new limited-edition flavours – Chicken Jalfrezi and Lamb Vindaloo.
“It was a perfect fit for the brand and really struck a chord with McCoy’s target audience of young males,” says UBUK bagged snacks marketing director Helen Warren-Piper.
Last year, the brand also introduced a permanent Bacon Sizzler variant, while satfat levels across the range have been cut by 30% for a second consecutive year.
“Increasingly, men want snacks that are as healthy as possible but don’t compromise on taste. McCoy’s delivers this,” says Warren-Piper.
80 (86) Anchor
Sales: £97.3m (+13.7%)
Launched: 1924
As the third-largest brand in UK butters and spreads, Arla’s Anchor is currently imported from New Zealand. The brand could be set to boost its British credentials, however, amid speculation that production may move to the UK.
Britain's 100 Biggest Brands 2011
Sales: £106.3 (+13.8%)
Launched: 1952
Surf’s up – in value terms – though volume sales have remained static. In September, the brand rolled out its Small & Mighty liquids in larger packs, and last month relaunched the core range with improved fragrances and a new pack design.
72 (56) Actimel
Sales: £106.1m (–8.8%)
Launched: 1999
It was all downhill for drinking yoghurt Actimel as sales slipped 8.8% in value and 4.5% in volume – and the Danone brand has fallen to the 72 spot. In a bid to boost sales, Danone has kickstarted 2011 with a £2.6m campaign.
73 (53) Mars
Sales: £102.1m –14.2%
Launched: 1932
2010 was not a good year for Mars, despite reformulation to reduce saturated fat content. And fat wasn’t the only thing to drop, with the brand sliding 20 places down the rankings, losing 13.9% in volume and 14.2% in value sales.
74 (66) Kellogg’s Crunchy Nut
Sales: £99.8m (–3.5%)
Launched: 1980
Sales of Crunchy Nut fell during 2010 despite last summer’s Feast of Football World Cup promotion. The Kellogg’s brand also spoofed cult US movie Anchorman in a £13m Christmas ad campaign starring Rob Brydon.
75 (74) Hellmann’s mayo
Sales: £98.5m (+1.4%)
Launched: 1961
Hellmann’s hasn’t maintained last year’s 8.9% value growth, and has also found itself under attack from Heinz, which ramped up its own mayo range. But NPD has continued, with Hellmann’s launching several flavoured mayo products.
76 (72) Daz
Sales: £98.0m (+0.2%)
Launched: 1953
A lower rsp than many rivals has helped Daz maintain sales despite not promoting as heavily as some. Its Cleaner Close TV ad campaign rolls on, providing work for former soap opera stars like the bloke who played Dr Legg in Eastenders.
77 (76) Kleenex
Sales: £97.9m (+4.1%)
Launched: 1925
A particularly cold winter and the DoH’s Catch It, Kill It, Bin It message helped boost sales of market leader Kleenex by 4.1%. NPD included slimline Pockets targeted at men, as well as Kleenex Balsam tissues infused with menthol.
78 (75) Air Wick aircare
Sales: £97.8m (+1.3%)
Launched: 1953
With luxury scents proving popular, the category-leading brand recorded 1.3% growth last year. A range of fragrance-releasing formats, including sprays, plug-ins and even one that changes scent hourly, shows the value of NPD.
79 (82) McCoy’s
Sales: £97.4m (+7.9%)
Launched: 1985
Strong on-pack promotions helped McCoy’s to a “cracking” 2010, says brand owner UBUK. The Are you a Real Fan? World Cup promotion offered consumers the chance to win one of 10 all-expenses-paid football trips around the world and was accompanied by the launch of two limited edition flavours – Chicken Winger and Sausage Striker.
McCoy’s also ran a 2-for-1 on-pack curry promotion giving consumers that purchased a packet of crisps the opportunity to buy one main meal and receive a second free at more than 1,500 participating restaurants across the UK. This was supported by two new limited-edition flavours – Chicken Jalfrezi and Lamb Vindaloo.
“It was a perfect fit for the brand and really struck a chord with McCoy’s target audience of young males,” says UBUK bagged snacks marketing director Helen Warren-Piper.
Last year, the brand also introduced a permanent Bacon Sizzler variant, while satfat levels across the range have been cut by 30% for a second consecutive year.
“Increasingly, men want snacks that are as healthy as possible but don’t compromise on taste. McCoy’s delivers this,” says Warren-Piper.
80 (86) Anchor
Sales: £97.3m (+13.7%)
Launched: 1924
As the third-largest brand in UK butters and spreads, Arla’s Anchor is currently imported from New Zealand. The brand could be set to boost its British credentials, however, amid speculation that production may move to the UK.
Britain's 100 Biggest Brands 2011
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