Sheba is, on the face of it, ticking along nicely at the luxury end of the market

sheba

Last year’s ranking: 136

Sales: £71.4m (+6.5%)

While stablemate Whiskas (45) slugs it out in the mainstream market, Sheba is, on the face of it, ticking along nicely at the luxury end. The brand says premiumisation in petfood has helped deliver its 6.5% uplift. However, a 12.3% fall in volumes should set a few alarm bells ringing, suggesting value growth is largely inflationary. Owner Mars Petcare hopes recent NPD will strike a chord with owners. Sheba Creamy Snacks launched at the end of 2017, designed to tap the growing demand for luxury hand-fed treats.

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