19 (13) Whiskas
Sales: £265.4m -10.2%
It’s a jungle out there. And the Big Cat Little Cat ads - painting our pussies as smaller versions of wild cats - have not helped Whiskas navigate it.
The brand has lost £30m in sales over the year, a five-point slide down the rankings and one of the saddest performances in the Top 100.
In October, we reported how the brand had cut back deals as rivals upped theirs. Creatively, the ads were great, but, it would appear, not great enough to offset such a drop in deals.
See the complete list of Britain’s 100 Biggest Grocery Brands.
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