Some of the most dramatic rises in value come from brands sitting just outside the top 100 of Britain’s Biggest Brands
These are the brands challenging for the top spots in years to come
Twinings
101 (107)
Sales: £124.0m (+8.2%)
NPD has been fundamental to Twinings’ success. The brand’s added £9.4m on units up 6.2% after launching the Fruit Cooler lineup in July and Sparkling Tea, its first RTD range, in September.
Marketing has also ramped up over the past year to include TikTok-centric push ‘A New Way to Tea’.
Fage
106 (142)
Sales: £122.2m (+44.9%)
Fage has shifted 10.1 million more units and added £37.9m. The brand attributes that ongoing growth to the shift in what shoppers want from their yoghurt: namely, full-fat, high-protein lines with fewer ingredients.
“Consumer demand for healthy and high-quality products has never been so high,” Fage sums up.
Read more:
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Who’s up and who’s down in Britain’s Biggest Brands 2025?
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Britain’s Biggest Brands: the top 100
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How Britain’s biggest brands are managing marketing spend
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Marketing in 2025 will be about where, not how much
Tilda
110 (126)
Sales: £117.8m (+13.3%)
Tilda has added £13.8m and its volumes are up 17.7%. That’s due to its innovation pipeline, which is “helping us grow our appeal across an even wider demographic”, says head of marketing Anna Beheshti.
Last summer, it added a five-strong range of ready-to-heat Rice Pots “inspired by global flavours”.
Schwartz
111 (115)
Sales: £117.7m (+8.7%)
Schwartz has grown units 9.9% after teaming up with TV cook Nadiya Hussain for the second time in September.
Together they launched 18 SKUs including recipe kits, sauces and seasonings “designed to make cooking easy, fun and accessible”. It was a savvy move to capitalise on appetite for more adventurous flavours.
Yo
129 (143)
Sales: £104.2m (+24.5%)
The food-to-go sector has added almost 10% to its pre-pandemic value. So it’s no surprise Yo ready meals have struck a chord with consumers. The brand has sold 4.1 million extra units, riding the trends of non-UPF and Asian cuisines.
Yo has also expanded its stockists to include Asda, Morrisons, Sainsbury’s and Tesco.
Strings & Things
132 (145)
Sales: £101.1m (+23.4%)
Strings & Things has added £19.2m. The Cheestrings range was the key driver of this “remarkable growth”, says Sarah Davies, marketing manager at owner Kerry Dairy Consumer Foods.
She points to the lineup’s handy twin-pack as pivotal, driving a “significant shift in our shopper demographic”.
Filippo Berio
146 (159)
Sales: £84.0m (+20.8%)
Filippo Berio’s value gain can be largely attributed to inflation in the olive oil sector. The brand’s volumes are up a modest 3.7%.
That means it “underperformed the category in 2024 as shoppers downtraded to private label”, says UK MD Walter Zanre. Other challenges lie ahead. The “lack of clarity over EPR” is one, Zanre says.
St Pierre
153 (160)
Sales: £80.5m (+34.2%)
Since its acquisition by Grupo Bimbo in 2022, St Pierre has gone from strength to strength. Now the bakery brand is edging towards the top 100, having added £20.5m.
It celebrated a landmark moment last year when it unveiled its first above-the-line push. ‘Eat Avec Respect’ urged Brits to treat brioche with reverence.
Gressingham
150 (157)
Sales: £83.3m (+13.7%)
More retail space for the booming duck category, coupled with heavy investment in marketing and NPD, have helped Gressingham grow volumes by 16.2%.
The brand also benefited from an “extensive promo plan with the retailers to make duck accessible to new consumers”, says marketing manager Rebecca Alderton.
Crosta Mollica
159 (161)
Sales: £77.2m (+43.9%)
Crosta Mollica’s pizza sales are “almost evenly divided” between chilled and frozen, says executive chairman David Milner.
It’s enjoyed growth in both aisles, adding £23.5m thanks to its focus on being “the only retail pizza to be wholly made in Italy” – as amplified by a brand refresh last month.
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