40 (40) Maltesers

Last year’s ranking: 40

Sales: £174.0m (-1.1%)

Being one of the poster boys for shrinkflation heralded a mediocre year for Maltesers. “We adjusted prices across some items in our range, as well as the weight of other products,” says Michele Oliver, vice-president of marketing at Mars Chocolate UK. That price increase was the only thing stopping a more severe decline in value; volumes were down 5.1%, resulting in a £1.9m fall in sales. The brand continued investing in diversity-focused messaging, including interactive braille posters.