Andrex Eco toilet tissue

10 (10) Andrex

Sales: £362.7m -4%

Having seen £15m wiped off value sales and volumes slide 0.9% (despite an increase in promotional activity), the ­market leader has had another tough year.

Now Britain’s biggest loo roll is pinning its hopes on the moist toilet tissue market as a way to arrest the slide and get the brand back into growth.

Already 2014 has seen the launch of a new marketing initiative for its Andrex Washlets, fronted by TV ­presenter Arielle Free. It has been targeting mums with mini-advertorial episodes on ITV and a big social media, ­digital and outdoor push, under the banner Change What You Mean By Clean.

Andrex certainly couldn’t be accused of ducking a ­sensitive issue.

See the complete list of Britain’s 100 Biggest Grocery Brands

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