Britain’s Biggest Brands 2022: the top 100

1 (1) Cadbury

Sales: £1,853.6m (+1.5%)

Cadbury has maintained a steady momentum over the past 12 months. It’s added a further £27.6m to the £140m gain reported in 2021’s ranking, making it one of the biggest beneficiaries of the past two years of turmoil.

Innovation has been crucial to this success, with “multiple new launches for Cadbury, each of which were driven by in-depth shopper insight to bring the most relevant treats to retailers’ shelves” says Mondelez trade communications manager Susan Nash. “All drove excitement for consumers, as well as incremental sales for retailer partners.”

Indeed, 59 of the 456 products making up Britain’s biggest grocery brand are new, and have racked up combined sales of £59m. Caramilk, the Aussie golden caramel chocolate range that made its UK debut last summer, contributed most – achieving £15.6m in its first six months.

Other notable launches include Fizzing Cherry, No Frownie Brownie and Banoffee Nut Crumble Cadbury Inventor Bars, launched after a campaign challenged consumers to dream up their own variants. The trio hit total sales of £5.6m after their June unveiling. Dairy Milk Orange (worth £7.1m) and Cadbury Wispa Gold Hazelnut (worth £1.7m) also stand out.

In fact, orange was the flavour of the year in chocolate. Cadbury made Twirl Orange a permanent part of its lineup last March, following its limited edition launch in 2019. Now, it’s “Cadbury’s biggest selling single bar” says Nash.

Such heady heights were, however, missed by some longer-standing lines. Take Creme Egg, which marked its 50th year on sale in 2021 with a ‘Golden Goobilee’ push. Overall sales of Creme Egg products inched up just 0.9% on unit sales that fell 13.3%. The core eggs grew value by 0.8%, but units slumped 14%.

“The sales mix was impacted by the lockdown early in the season, where we saw a continuation of the shopper mission to purchase multipacks,” explains Nash.

Indeed, Covid restrictions have seen shoppers switch to larger and sharing formats, such as Caramilk Buttons, unveiled in February 2022 in 90g and 105g packs.

Brits have also been burying their heads in biscuit tins and freezers, driving growth in Fingers biscuits and Cadbury ice cream – up by 10.8% and 20.3% respectively.

The lines between confectionery and ice cream are blurring, says Henry Craven, customer marketing controller at Froneri, which manufactures Cadbury ice cream under licence. “As mealtimes and dessert occasions become less formal, ice cream is increasingly consumed as a snack,” he explains.

As such, this year will see the launch of Cadbury Darkmilk Chocolate Sticks ice creams, to tempt adults seeking out “evening indulgence”.

Darkmilk could certainly do with some excitement. It’s suffered a loss of 30.6%, with only its potted desserts moving in a positive direction.

The overall decline is down to an unflattering comparison with 2020, when sales spiked 48%, says Nash. “This year, the brand has launched a 150g tablet. Additionally, we are launching a new variant to attract shopper attention and drive incremental sales: Cadbury Darkmilk Hazelnut.”

With such strong focus on NPD, Cadbury looks unlikely to slow down any time soon.

2 (2) Coca-Cola

Sales: £1,523.2m (+5.1%)

Zero Sugar is the undisputed hero of the Coca-Cola portfolio. Its £44.8m gain was the driving force behind the brand’s £73.2m growth, dwarfing Diet’s £2.9m contribution.

It follows the summer introduction of a new look and recipe for the sub-brand – in a bid to make it taste more like full-sugar Coke (which was itself up by £25.6m).

The Zero revamp was “well received by shoppers” says Coca-Cola Europacific Partners VP for commercial development Martin Attock. “Coca-Cola Zero Sugar is Great Britain’s fastest-growing cola brand and has attracted 1.8 million new shoppers to the category this year.”

In absolute terms, only Monster (15) and Red Bull (11) achieved bigger growth than Coke this year. So it’s perhaps ironic that Coke’s own stab at a high-caffeine drink, Energy, fared poorly. Sales fell 6.6% to just £2m, raising questions about its future.

Still, Coke has overall delivered more than double the growth of arch-rival Pepsi (5).

“The Coca-Cola trademark is more than twice the size of its nearest competitor,” says Attock. “It attracts 50% more shoppers – 17.4 million versus 11.4 million – and our sharing and on-the-go consumption formats are both in growth, with smaller packs accelerating in recent months as the country has opened back up.”

That relaxation of Covid restrictions, in fact, helped drive double-digit growth for Coke in the final quarter of 2021, though sales were also inflated by packaging material, labour and shipping cost hikes being passed on.

The late surge was also supported by the September launch of a global push. Dubbed ‘Real Magic’, it included TV ads in the run-up to Christmas aimed at encouraging people to “find harmony and human connection in a virtual and divided world”.

With Coke expecting growth to slow down in coming months, it isn’t dawdling on the NPD front. February 2022 saw the launch of innovation platform Coca-Cola Creations, which will deliver a wealth of limited-edition lines “inspired by different cultural cues”.

First up was Starlight, a reddish cola Coke says is “inspired by space”, delivering “unexpected” spicy notes and a “cooling sensation”. It’s set to land in the UK soon.

3 (3) Nestlé

Sales: £1,162.5m (–3.1%)

Like many big brands, Nestlé has struggled to match its 2020 performance across confectionery, cereal, bottled water and the like.

Still, the Swiss leviathan remains more than £80m ahead of its pre-pandemic sales, having ended last year down £36.6m.

About a third of that drop is down to its bestselling product– Kit Kat – and Kit Kat Chunky spin-off. They shed a combined £12.4m, as Brits moderated their chocolate habit. Milkybar, Aero Peppermint and Smarties declined, too – shifting 6.6 million fewer packs combined.

There were plenty of bright spots in Nestlé confectionery sales, though. Take Yorkie. It’s up £1.3m to £11.3m after tapping the chocolate orange trend in May with Yorkie Orange. Quality Street’s extra £4.5m, meanwhile, is down to families getting together at Christmas once again.

In cereal, Nestlé’s big three – Cheerios, Shreddies and Shredded Wheat – lost a combined £19m “as consumers resumed their busy lifestyles and turned to grab-and-go breakfast options”.

However, this revival of on-the-go buoyed Lindahls Kvarg yogurt, which sold an additional 5.9 million packs, while Pure Life water continues to grow value and volume – by 3.3% and 1.3% respectively.

Other Nestlé offerings in a similarly positive position include Nesquik and Rachel’s Organic Divine Rice Pudding.

Speaking of positivity, the supplier has been busy talking itself up on YouTube, to push the likes of its apprenticeship programme, recycling efforts and journey to net zero. Even CEO Stefano Agostini has pitched in.

There’s no sign of its challenges coming to an end with Covid, though. Last month, Nestlé reported strong annual growth for 2021, but warned profit margins had been hit by cost inflation.

4 (4) Walkers

Sales: £1,075.0m (+2.2%)

The crisp giant’s year went stale when it was hit by major disruption problems in the autumn. With that came national news headlines, a cutback in promos and the marketing of a mock new variety: Humble Pie, the “flavour we never wanted to taste”.

While it meant Walkers’ value grew at a much slower rate than closest rival Pringles (28), the issue was but “a temporary blip” insists marketing director Fernando Kahane.

Focus now is on “maintaining the momentum generated during much of 2021”, he says, when a raft of NPD drove “so much success”. That included Quavers retro flavours and Monster Munch Giants.

A massive push and a plan to trial recycled packaging materials kicked off 2022.

5 (7) Pepsi Cola

Sales: £717.9m (+4.7%)

Pepsi Cola’s rate of value growth is behind that of arch-rival Coca-Cola (2), but not by much. The brand is prospering as on-the-go “continues to gain relevance once again” says Ben Parker, Britvic GB commercial director for at-home.

Plus, it’s “the right offer for consumers post-pandemic” given its lower average pack price than Coke’s, he adds.

A “strong innovation pipeline” has also helped keep Pepsi at the front of shoppers’ minds. Max Lime was the number one soft drink launch by volume, Parker says.

That would help explain Max’s £29.7m gain on the back of an extra 9.7 million packs sold. Pepsi’s hero range was backed by smaller gains for its core cola and Blue variants.

6 (6) Warburtons

Sales: £711.2m (+0.4%)

Britain’s biggest bakery brand has registered a £2.8m gain on the back of strong growth for non-bread lines, such as crumpets and soft pittas – the latter having racked up £6.6m in their first eight months. It’s a performance that’s kept Warbies in the black despite its core loaves shedding £21.7m.

It explains why the brand is focusing on growing value via crumpets and the like, having invested £56m in ramping up production of alternatives to traditional loaves.

NPD will also play a crucial part, says sales director Colin Bebbington. “The key for us is to continue innovating and delighting consumers with a wide range of quality products and to work closely with customers to present the category in a more compelling way.”

7 (5) Heinz

Sales: £700.1m (–8.1%)

In absolute terms, Heinz has been hardest hit by the end of Covid restrictions. Its £61.3m loss is the biggest in this report. Only one of its 10 bestselling lines – Beanz with Pork Sausages – added value, and that was just £30k. Heinz CMO & commercial director Sam Greenwood points to the “extraordinary” comparables of 2020 and stresses the brand is up 8.2% in value compared with 2019.

To build on that, it’s spent the past year on an NPD offensive via its New Ventures division. Beanz, for instance, has expanded into frozen burgers and on-the-go Protein Pots. Plus, new ranges have come to market – such as Plant Proteinz soup and, most recently, a seven-strong lineup of tomato-based pasta sauce.

8 (9) Purina

Sales: £590.9m (+7.3%)

With volume sales more or less flat at 0.5%, Purina’s extra £40.3m is almost entirely down to higher pack prices.

They’re up on average by 6.8%, after owner Nestlé raised the rsps of the majority of its petfood product ranges in November.

The giant faced “significant and unprecedented challenges due to the rising costs of raw ingredients, packaging materials, transportation and energy” it told The Grocer at the time.

Value was further driven by the UK’s larger pet population demanding pricier treats and premium ranges.

Take the Gourmet Gold and Felix As Good As It Looks Doubly Delicious lineups, which brought in an additional £5.1m combined.

9 (8) Birds Eye

Sales: £569.2m (–4.9%)

Sales may have softened since the end of lockdowns, but Birds Eye is still up by about £70m on pre-Covid levels.

Highlights include a £7m gain for Chicken Shop Ultimate Fillet Burgers and an extra £4.6m for Crispy Batter Chunky Fish Fingers – helping to minimise the effect of losses in flagship products like peas and regular cod fish fingers.

Birds Eye’s vegan Green Cuisine range also performed strongly in 2021, says marketing director Jim Shearer, with a glut of NPD due this year.

With sales of domestic freezers up by 20% since 2019, he’s confident Brits will continue to pack them. “With more capacity, shoppers have been able to stock up more regularly, shifting the perception of the category from emergency option.”

10 (10) Kellogg’s

Sales: £511.5m (–2.8%)

This time last year, Kellogg’s was riding high on lockdown-driven growth in cereal sales. But over the past 12 months, the brand has “seen things begin on the trajectory towards normality, and this has led to sales pulling back to more normal levels” says Ben Simpson, Kellogg’s revenue & channel director.

As a result, Kellogg’s has slumped £14.6m. But it’s worth noting the cereal giant is still in a better place than prior to the pandemic, when it struggled to reach the £500m mark. And not all of its portfolio has been equally hit.

The star performers of the pandemic suffered most in the return to normality. The flagship Kellogg’s Corn Flakes fell £7.3m. Lockdown favourite Crunchy Nut, meanwhile, haemorrhaged £10.2m – and Coco Pops lost £4.8m.

It could suggest the appetite for indulgent fare has waned with Covid. But the biggest winner of the past year, Pop Tarts, tells a very different story. The unashamedly sweet brand is up £3.1m to £8.4m. Meanwhile, Crunchy Nut Bites delivered £2.1m in its first year. And Frosties – the most saccharine of the main Kellogg’s lines – grew £2.4m.

“We saw year-on-year growth from a number of our brands, including Krave, Wheats and our fibre portfolio such as All Bran and Fruit n Fibre,” says Simpson. While the former brands can be explained by an unwavering appetite for ‘treat’ cereals, he puts the latter’s growth down to consumers “prioritising their gut health”.

Looking ahead, Simpson feels confident. “Hybrid working increases the number of cereal occasions,” he says. Plus, Kellogg’s is well prepared for HFSS rules, having reformulated existing lines and added compliant NPD, such as its Hazelnut Choc Flavour Coco Pops.

Watch out for more innovation along those lines.

11 (13) Red Bull

Sales: £500.9m (+19.3%)

Red Bull continues to thrive as demand for its multipacks and larger formats shows no sign of slowing down. Its £81m gain is the second-largest in this report – only outpaced by main rival Monster (15).

Having shifted 40.3 million extra units, Red Bull points to its 250ml four-pack as its fastest growing full-sugar variant, while volume sales of sugar-free multipacks are up 16%. “Red Bull’s success has been driven by insight-led range extensions and new shopper recruitment,” the brand says.

12 (12) Nescafé

Sales: £464.7m (–1.9%)

Nescafé’s value slump and flat volumes are largely the result of Brits returning to coffee shops, along with a preference for roast and ground formats.

The shift away from instant is demonstrated by the performance of Nescafé’s core line. It’s sold 1.4 million fewer packs and shed £7.8m.

In response, the brand has moved to premiumise, adding Azera Craft – the UK’s “first ever instant craft coffee”– and the customisable My Way Latte, which made £1.1m in its first year on the market.

13 (11) McVitie’s

Sales: £462.8m (–8.2%)

Britain’s favourite biscuit brand saw £41.1m crumble away as volumes fell 10.5%.

However, Scott Snell, VP for customer at McVitie’s owner Pladis, argues that “it doesn’t seem quite right to compare 2021 and 2020 like-for-like. While year-on-year data might not paint the prettiest picture, when comparing 2021 to 2019, we can see our McVitie’s brand is thriving.”

Chocolate Digestives and Chocolate Hobnobs are performing particularly well, Snell adds.

14 (16) Lucozade

Sales: £447.8m (+10.7%)

Here’s another brand reaping the benefits of Brits being back on the go. Lucozade has added £43.3m by tapping the return of impulse with NPD such as the caffeinated Lucozade Alert range, unveiled in October.

It’s also launched Energy in Zero Tropical and Raspberry Ripple flavours, while making Zero Pink Lemonade available in a multipack.

“The launches and format changes we’ve made mean we’ll emerge from the pandemic ready to grow even further,” says the brand.

15 (23) Monster

Sales: £421.4m (+31.7%)

Monster is breathing down Red Bull’s (11) neck. It’s within striking distance of becoming Britain’s bestselling energy drink, having achieved the greatest gain in this year’s report: an extra £101.3m.

NPD has been key to this growth, says Coca-Cola Europacific Partners commercial development VP Martin Attock. “Monster has led the diversification of the energy sector, which has helped to increase the appeal of the brand to more consumers, on more occasions.”

The brand “benefits from a strong core range, alongside its popular Monster Ultra and Juiced ranges, which are both growing at a rate of more than 50%,” Attock adds. “All three ranges benefited from great-tasting new launches in 2021.”

January 2021 saw the launch of Mule, which Monster claimed was the first ginger energy drink to hit the UK, alongside mango Ultra Fiesta and peach & nectarine Juiced Monarch.

By the end of the year, Mule had racked up £4.5m, making it the brand’s second biggest launch after Nitro, unveiled in April. The latter went on to make £4.7m over the following eight months.

“Nitro is supercharged with a blend of nitrous oxide and carbon dioxide in an exciting category first, delivering a uniquely light, dry, carbonated texture that’s been well received by retailers and shoppers alike,” says Attock.

However, new variants are “just part of the story behind Monster’s recent and future success” he adds.

To tap the growth in at-home occasions, a number of existing variants have been launched in a four-pack.

16 (14) McCain

Sales: £417.0m (–0.6%)

The frozen potato giant has largely held on to its value following record growth in 2020.

Having lost just £2.6m, McCain is “pleased to have maintained similar sales levels during 2021” says category controller Naomi Tinkler.

Overall volumes are down 4% and the brand’s core Home Chips have shed £4.8m – but value has been buoyed by solid showings from slightly pricier lines Jackets and Triple Cooked Gastro Chips. They’ve shifted an extra one million packs between them.

17 (18) Lurpak

Sales: £390.4m (–1.6%)

The £6.2m loss for Britain’s number one butter brand would be higher if not for a 3.8% rise in average pack price –  which mitigated the 5.2% fall in volume sales.

Still, Lurpak’s value remains almost £50m higher than pre-Covid. The Arla brand’s spreadable slightly salted variant was the standout performer, growing by £6.7m to £236.5m, while its Lighter slightly salted block – launched last March – attracted £1.1m in its first nine months on sale.

18 (19) Arla

Sales: £389.4m (+6.3%)

Despite numerous supply chain challenges, Arla is up by £23.2m thanks to strong showings by the likes of Cravendale – up 6.9% to 209.7m – and B.O.B, up 14.4% to £36.7m.

Plus, the dairy co-op’s debut in plant-based milk alternatives – Jörd – attracted £5.6m in its first full year of sales.

This came against the backdrop of delivery delays last summer due to labour shortages and “unprecedented inflation” throughout Arla’s supply chain, which it warns will continue into 2022.

19 (17) Müller

Sales: £383.8m (–4.6%)

Müller’s rate of long-term decline has slowed significantly – but it’s still shed another £18.4m, with Corner and Light delivering the majority of losses.

The two ranges are down by a combined £19.6m, driven by “challenging external conditions” according to a Müller spokesman.

However, he stresses they are still two of the UK’s top four yoghurt brands, while Müller “remains the nation’s favourite dairy brand”. Plus, its fresh milk and ingredients arm “is now a sustainable and progressive force in the sectors it serves” he adds.

“Despite some of the biggest challenges the UK food supply chain has ever faced, our fresh milk business successfully delivered over 99% of its deliveries to its retail partners in over the course of 2021 – demonstrating resilience and industry-leading quality to customers.”

And there have been some bright spots of sales success. Müller Corner Skyr enjoyed a £2.5m increase, while the brand’s unsalted butter is up by £2.3m. The brand is certain it can add value across the rest of its portfolio, too.

“We are confident and excited with our plans,” says the spokesman. “We intend to set the pace in the categories we serve, innovate to expand our reach and accelerate the development of our business.”

In 2021, that ambition resulted in a flurry of NPD, such as a Smoothie kefir drink and Gut Glory yoghurt, and investment including Müller Light’s “biggest ever” TV push – featuring Team GB athletes Katarina Johnson-Thompson (pictured), Laura Muir and Hannah Cockroft.

20 (20) Fairy

Sales: £361.5m (–0.1%)

A 4.1% rise in average pack price kept Fairy’s value flat as volume sales fell by a similar percentage. That’s 5.2 million fewer units.

The brand is looking to turn around its fortunes by literally turning around its packaging. It’s just launched Max Power washing-up liquid in an upside-down bottle – its “most innovative launch ever”.

The bottle is made of 100% post-consumer recycled plastic and is designed to control how much product is needed, thus preventing waste.

21 (22) Danone

Sales: £359.7m (+10.2%)

Turbulence from the ousting of CEO Emmanuel Faber last March didn’t stop Danone ending the year with a £33.4m bump in sales.

This was driven by demand for immunity and gut health credentials, helping Activia’s core yoghurt add £15m, while Actimel’s standard drinking yoghurt is up £12.6m.

Danone has looked to build on that with trendy NPD such as Actimel Kids drinks, added in August. This followed Actimel’s plant-based debut in July 2020 with two variants.

22 (15) Andrex

Sales: £358.5m (–12.3%)

Toilet tissue’s number one brand has taken a tumble. Andrex lost £50.2m as the rush to stockpile loo roll became a distant memory and 9.8 million fewer packs went through tills.

This decline was simply “a return to pre-pandemic consumption levels in the category, with less panic-buying” explains the brand.

It spent the past year “reinventing our portfolio, delivering our best portfolio of products ever. This is the basis of our trajectory into 2022.”

23 (25) Lindt

Sales: £347.1m (+13.2%)

The Lindt team should be happy bunnies. Lindt is the fastest-growing chocolate brand in this report, adding £40.4m through a steady stream of premium NPD and innovative in-store marketing.

Easter was a particular success. “Strong growth on core Easter lines as we lapped a partial lockdown in 2020 was combined with new Easter Egg NPDs,” says a spokeswoman for Swiss owner Lindt & Sprüngli.

“The iconic Lindt Gold Bunny is one of the most beloved brands in spring and number one in novelty chocolate,” she adds. “Our new campaign ‘Make them Smile from Ear to Ear’ featured a new TV advert, exciting in-store competitions and a refreshed look and feel for the range. With a winning portfolio and campaign, we were Easter 2021’s fastest-growing manufacturer.”

Egg sales grew by £9.1m while Lindt’s Bunny products hopped up £5.7m – but the core Lindt Lindor chocs drove most growth for the brand. A rise of £23.8m was primarily driven by strong sales of boxed assortments and the expansion of pick ‘n’ mix fixtures in Sainsbury’s.

“Pick ‘n’ mix has been incredibly important for Lindt and Sainsbury’s over the past year and we will be extending the co-operation further,” says the spokeswoman. “Not only does it offer outstanding visibility to our brand, but it drives trade-up from the rest of boxed chocolate.”

That’s not the only bit of in-store theatre. To drive sales of its Excellence tablets, Lindt installed diffusers with chocolate aromas in the confectionery aisles of select retailers.

24 (21) Hovis

Sales: £341.0m (+0.7%)

Hovis kept its head above water in 2021 thanks to a slight increase in average pack price and distribution gains. It’s now banking on premium NPD such as its Bakers Since 1886 range, which includes cheese-topped rolls, to achieve significant value growth.

Hovis says the lineup and other, pricier breads have “accounted for an increasing proportion of sales”.

To keep up that momentum, the brand has enlisted celebrity chef Tom Kerridge to front a major campaign.

25 (24) Cathedral City

Sales: £281.0m (–9.0%)

The nation’s bestselling cheese brand has lost £28m. Owner Saputo Dairy UK puts that “inevitable” decline down to a return to pre-pandemic shopping behaviours.

However, the supplier stresses that Cathedral City grew share and offset the fall in block cheese sales with the launch of a frozen range exclusively into Iceland.

Unveiled in September, the likes of Cheesy Flatbread and Cauliflower Cheese attracted £2.6m in their first four months on sale.

26 (28) Innocent

Sales: £277.9m (+9.0%)

Innocent has added £22.9m thanks to 12.2 million more packs going through tills.

While impulse sales were buoyed by the return of on-the-go, take-home has continued to grow as Brits stuck with lockdown breakfast rituals, says MD Sam Akinluyi.

The brand is now pinning its hopes on “more premium propositions” targeting health, such as Innocent Plus functional juices and new Super Smoothies Light range, under the leadership of new CEO Nick Canney.

27 (26) Robinsons

Sales: £267.4m (–1.7%)

Robinsons’ modest decline follows “unprecedented” demand during lockdowns, explains Ben Parker, Britvic GB commercial director for at-home. Easing of restrictions meant “consumption occasions evolved” – but the brand’s value and volume sales are still way up on pre-pandemic levels, Parker adds.

Focus has turned to “unlocking new incremental occasions” in out-of-home. Hence the new Ready to Drink range and relaunch of Squash’d in a mini format.

28 (29) Pringles

Sales: £264.9m (+7.7%)

A new Sizzlin’ range and savvy marketing activations kept Pringles sales popping last year.

While gaming partnerships, football campaigns and charity work kept the snack brand front of mind, Sizzlin’ proved “the number one ambient and impulse launch of the year” according to owner Kellogg’s. So much so that it added Hot Sweet Chilli and Chorizo variants at the start of this year.

Pringles also announced its new ‘Mind Popping’ positioning in March.

29 (27) Alpro

Sales: £254.8m (–2.6%)

The plant-based giant saw sales dip as consumers returned to “more normal purchasing habits” following the pandemic’s height, it says. It’s now focusing on recruiting new customers – starting with its Not M*lk range, launched in January 2022 as a “ground-breaking piece of NPD”.

The innovation will be aided by the recent completion of a £17m upgrade at Alpro’s Kettering site to increase the amount of plant-based drinks it produces in the UK by 300 million litres per year.

30 (32) Fanta

Sales: £243.9m (+10.3%)

Thanks to the return of on-the-go and impulse sales, soft drinks brands have enjoyed yet another year of value growth. Fanta is no exception, racking up an extra £22.8m – almost 10 times the gain reported in 2021.

“Compared with this time two years ago, pre-pandemic, Fanta is worth an extra £24.8m,” says Martin Attock, VP for commercial development at owner Coca-Cola Europacific Partners GB.

Many of the extra 10.5 million units shifted by the brand came “as the impulse mission” returned, he confirms.

At the same time, sales of larger formats remained strong, with multipacks growing 5.8% in value, according to CCEP.

Fanta’s portfolio was boosted in 2021 by some canny marketing – not least the return in the summer of the #whatthefanta campaign for a second year.

Shoppers were invited to buy bright blue, sugar-free Fanta, and then follow online clues to solve the mystery of its flavour. Across the big four supermarkets, it outsold Fanta Orange by almost 100% in the eight weeks after launch, CCEP says.

A Halloween TV push – paired with on-pack promotional activity – followed. It saw the Fanta brand “grow significantly ahead of the category” Attock says.

No wonder the brand is bubbling with confidence as it heads into 2022. There’s already been a new flavour– Fanta Zero Strawberry & Kiwi – and an enigmatic pink variant for a third #whatthefanta, which is set to supported by a multimillion-pound spend from April.

31 (30) Magnum

Sales: £235.7m (–1.2%)

Owner Unilever says 2021 was a “huge success” for Magnum. It’s hard to disagree. The brand barely wavered in 2021 after a bumper 2020 – despite a mediocre summer and the reopening of hospitality.

Key to this was the launch of Magnum Double Gold Caramel Billionaire – the ice cream brand’s “most indulgent offering yet”. It quickly became “our most popular NPD ever, selling over 20 million sticks in the UK last year” by tapping “desire for at-home indulgence” Unilever adds.

32 (33) Galaxy

Sales: £229.1m (+6.4%)

Galaxy sales still haven’t fully recovered from the factory failure at Mars Wrigley’s Slough facility, which severely disrupted supplies in 2020 – but they’re getting there.

The brand has seen sales grow £13.8m on units up 4.6%, following an overhaul at the end of 2020 and the launch of lines such as Chocolatey Moments in 2021.

Last year also saw the debut of a new ad push starring colourful swirls of CGI fabric dancing to ‘Makeba’ by French singer-songwriter Jain.

33 (31) Doritos

Sales: £220.7m (–1.2%)

An IT failure scuppered a steady supply of Doritos for the final few months of 2021.

The brand was up 3% in value until then, it claims. In part, that was thanks to ‘Make Your Play’, its biggest above-the-line push in five years. It turned the triangular chip into a ‘play’ button and “sparked another step-change” in its appeal to 18 to 30-year-olds, says Doritos marketing director Juliana Macedo.

The year ended with a £2.7m loss, but “we are now well into our recovery” she adds.

34 (34) Tropicana

Sales: £211.8m (–1.0%)

It’s been a fascinating year for Tropicana. PepsiCo sold a 61% controlling stake of the brand in the summer to the ambitious French PE group PAI Partners for $3.3bn (£2.5bn). “We believe there is great growth potential to be realised through investments in product innovation,” said PAI managing partner Frédéric Stévenin at the time.

In grocery, Tropicana is down just £2.1m after the juices boom of 2020. This year, expect “health holistically” focused NPD and marketing.

35 (40) Wrigley’s

Sales: £196.2m (+5.2%)

Britain’s biggest gum brand has extricated itself from a sticky situation. It was the biggest loser in last year’s report, having seen nearly £60m of its sales wiped out.

It’s since clawed back £9.8m with a campaign aimed at amorous under-25s looking to get back into the dating game after long, lonely months of lockdowns.

“Being able to refresh on the go is of very high importance to under-25s and, as we re-enter the real world, this shopper mission plays a growing and natural role across the dating arena,” said Wrigley’s Extra senior brand manager Sasha Storey in May.

Throughout summer, packs carried the phrase ‘Find Your Other Half’ along with an initial, to encourage young adults to take the plunge with people they fancied.

Plus, the brand unveiled its sponsorship of ITV’s smash-hit show Love Island – a deal that would “help boost penetration still further by creating a strong connection with consumers to convert to purchase” Storey added.

Of course, Wrigley’s burgeoning recovery is down to more than its efforts to cash in on the lifting of lockdown and its impact on opportunities for romance.

The brand says 51% of shoppers buy gum only when it’s visible in store, so the decline in shopping trips during lockdowns had an inevitable impact on sales.

So, with people now visiting stores more often, Wrigley’s has invested in visibility – unveiling what it describes as “bigger and better” retailer overlays and bespoke pre-fill units to drive purchase frequency.

36 (42) Maltesers

Sales: £195.7m (+7.0%)

Maltesers is the fourth chocolate brand in this report to have launched orange-flavoured lines in the past year. July saw the debut of Orange Buttons in four formats, shortly after the launch of an orange-flavoured Maltesers Bunny for Easter.

The latter coincided with the addition of White Mini Bunnies, following requests on social media.

All this – plus a flattering comparison with last year’s poor sales – has helped drive growth worth £12.7m.

37 (40) Jacob’s

Sales: £189.8m (+1.8%)

Jacob’s has shifted an extra 1.5 million packs, as value sales rose by £3.4m.

Brand owner Pladis points to Brits getting out and about once more, driving impulse and on-the-go sales.

As such, the brand has been focusing on Mini Cheddars. Work began in March with an animated TV push and a catchy jingle that warned: “Cheeses have to watch their backs / Or risk becoming Mini Cheddar snacks.”

That push was followed by innovation. First, the summer launch of a limited-edition Mini Cheddar range inspired by regional British cheeses – designed to “build strong momentum for the brand and encourage higher frequency of purchase” says Pladis VP of customer Scott Snell.

Then, October saw the addition of Crunchlets, a “light and satisfyingly crunchy” snack that comes in Rich & Tangy Cheddar and Cheddar & Caramelised Onion flavours.

38 (36) Schweppes

Sales: £189m (–2.5%)

Building on the sales boom of 2020 was always going to be a big ask for Schweppes. So, a slip this year of just £4.9m is no disgrace, particularly in light of closest competitor Fever-Tree’s (67) significantly deeper decline.

Brand owner Coca-Cola Europacific Partners says Schweppes’ tonic water, lemonade and the like are still benefiting from the large number of consumers who have been mixing cocktails and mocktails at home since the start of the pandemic.

39 (44) Haribo

Sales: £187.5m (+4.7%)

Even after pulling back on promotional activity last summer to ease driver-related supply issues, Haribo still gained £8.6m. It praises Tangfastics and Starmix for that growth, while also pointing to the launch of Sour Sparks and Twin Snakes.

Looking ahead, the brand is planning new HFSS-compliant lines. It’s invested in its two UK manufacturing facilities so it can work on reducing sugar, while continuing to deliver the taste customers “love and expect”.

40 (37) Weetabix

Sales: £185.3m (–4.0%)

Hot on the heels of its outrage-inducing Beanz stunt, Weetabix broke social media again in February with ‘overnight bix’. It should be a welcome boost for the brand, which slumped £7.7m amid a wider decline in cereal sales.

Weetabix is feeling positive about the year ahead, though. Being fully compliant with HFSS rules has helped it gain more display with “key retailers”. It’s also got a TV ad planned for the summer, while its FA partnership will come back “bigger and better”.

41 (35) Young’s Seafood

Sales: £184.7m (–10.1%)

The return to pre-pandemic grocery spend and reopening of restaurants has hurt Young’s Seafood. The brand has plunged by £20.8m, having sold 5.9 million fewer packs of frozen and fresh fish.

With average unit price down 3.2%, Young’s has fallen in value much faster than main rival Birds Eye (9).

But the Sofina Foods-owned brand points out its figures are still higher than in 2019, having retained many of the additional shoppers that “discovered the benefits of frozen during the pandemic”.

To tap new and younger shoppers, Young’s has focused on its Gastro and Chip Shop ranges, which it says have continued to grow.

In summer 2021, it added battered Scampi to its Chip Shop offer, and it has already expanded its Gastro range in 2022 with the likes of Creamy Spinach & Cheddar Salmon Parcels and Nacho Topped Cod Fillets. Plus, Gastro was the featured range in Young’s ongoing ‘Masters of Fish’ campaign.

The supplier has also continued to invest in its fresh fish offer, giving the packs a new look and rolling out NPD such as Red Thai Infused Salmon to tap growing demand for more exotic flavours.

“Key drivers show that people want to incorporate healthy protein into their diet, and that fish is best placed to do this,” Young’s says.

The brand “has broad appeal across its different dishes and, in a market where we know our shoppers will be facing growing financial pressures, we will continue to innovate across a wide range of meal occasions and price points” it adds.

42 (45) Pedigree

Sales: £180.6m (+2.8%)

“The last year has been a positive one for Pedigree,” says Kim Smet, interim GM at owner Mars Petcare. Indeed, the dogfood brand shifted an extra 7.8 million packs of meals and treats – backed by a £1.3m push centred on the positive impact pet adoption can have on animals and their owners. “This was an important message for us to deliver as the UK’s number one dogfood brand,” Smet adds.

Pedigree also capitalised on the pet treating boom by improving its Ranchos range.

43 (46) Mr Kipling

Sales: £178.4m (+4.2%)

Mr Kipling has contributed 11.6% growth to the sweet treats category compared to two years ago, according to owner Premier Foods. Over the past year, it’s grown £7.3m on volumes up 4%.

This has been aided by better-for-you launches such as Reduced Sugar Viennese Whirls. In the year ahead, Mr Kipling will “revitalise its core range, introduce more innovation to the market and unlock healthier alternatives” says Mathew Bird, Premier’s brand director for sweet treats.

44 (50) Whiskas

Sales: £175.4m (+6.6%)

Whiskas’ strong performance – a £10.9m gain – was driven by a 10% rise in average pack price. However, it also benefited from “the British feline population rising by 3.2% to 10.3 million” says brand owner Mars Petcare.

It came as the catfood brand, like its stablemate Pedigree (41), replaced shrink film with cardboard across all mixed multipacks of canned meals, and worked with the Association of Dogs & Cats Homes on ending pet homelessness by 2030.

45 (53) Kinder

Sales: £173.6m (+6.9%)

The return of impulse sales and Easter gifting helped Kinder grow £11.3m last year. In the 13 weeks to the Easter bank holiday, the brand managed to grow sales by 17%.

Kinder has been encouraging this comeback with innovation and marketing. Last summer, it expanded into biscuits with its Cards line, backed by a £1.8m push. Its core Kinder Surprise also got a revamp with the addition of an augmented reality app, through which kids can bring their toys to life.

46 (48) Yeo Valley

Sales: £167.8m (+1.0%)

Yeo Valley remained in the black thanks to demand for “healthy, ethical, organic food” and its focus on “sustainability, supporting the environment and working with nature” it says.

Plain milk and kefir remain key lines for the brand, which added products including organic flavoured milk and custard in 2021. In spring, Yeo Valley will launch a £3m push to inspire people to live more sustainably – plus, it’s set to expand into new categories later this year.

47 (43) Quorn

Sales: £167.4m (–8.4%)

Competition is heating up in meat-free, where market leader Quorn has slumped £15.3m. Its marketing director, Gill Riley, remains upbeat.

“The growing number of brands entering the market has had an impact on our market share, but it shows shoppers have never been more aware of their environmental impact,” she argues.

Riley says NPD such as the Takeaway range and ‘Tasty Resolutions’ push (pictured) will “encourage shoppers to try meat-free more often”.

48 (39) Persil

Sales: £164.8m (–11.9%)

Persil shed £22.3m last year as its volume sales fell 16.8% – the equivalent of 5.6 million fewer packs.

Owner Unilever is now “continuing to invest in the category as a result of a slower year in 2021” says homecare VP Charlie Beevor. In spite of the slowdown, the supplier is confident shoppers will continue to choose “quality, trusted brands” that are “tough on stains and kinder to the planet” he adds.

The latter point about eco-consciousness was highlighted in September, when Persil took part in Asda’s second refill store.

The brand’s products are sold in prefilled, reusable containers, which shoppers can put in a reverse-vending machine when emptied.

In traditional grocery stores, Persil’s sustainability credentials are evidenced by its latest innovation: Ultimate Non Bio Aloe Vera Washing Liquid Detergent. The bottle is 50% post-consumer recycled plastic and fully recyclable.

Plus, its super-concentrated liquid is formulated for sensitive skin, which Unilever claims is a concern for half of UK shoppers.

Similarly concerning for Brits, given the pandemic, has been controlling the spread of viruses – which Persil addressed in the autumn by launching Antibacterial Laundry Sanitiser in a 100% recyclable bottle.

Next up is even more planet-friendly packaging. Unilever announced in June it was experimenting overseas with “the first ever paper-based laundry detergent bottle” for Persil and its sister brands. 

49 (59) Richmond

Sales: £163.4m (+10.0%)

Having gained over £35m last year, Richmond has consolidated its value growth with another £14.9m.

Now owned by Pilgrim’s Food Masters, the brand sees “vast headroom for further growth” of its plant-based offer – which it expanded in March 2021 with meatball and mince alternatives.

Not that the brand is ignoring its meaty roots. Its frozen lineup was expanded last spring and it’s just entered the meat snacking market with a range of mini sausages.

50 (72) Lenor

Sales: £161.2m (+23.5%)

Last year saw TikTok users turning Lenor Unstoppables in-wash scent boosters into air-conditioning diffusers.

It was just one of the factors that boosted the brand by £30.7m, as an extra 9.7 million packs were sold.

Owner P&G points to the fabric conditioner brand’s Outdoorable lineup as an example of how it’s continually innovating. Like Persil (48), Lenor is also dabbling in a sustainable paper bottle, set to be trialled in western Europe this year.

51 (74) Volvic

Sales: £159.2m (+22.6%)

Bottled water is recovering, and market leader Volvic has bounced back strongest with a £29.3m gain. A key contributor is the Touch of Fruit range – buoyed by the addition of Pineapple & Orange Vitality with vitamin B6. However, Volvic is still down by about £10m versus 2019.

52 (65) Hula Hoops

Sales: £158.4m (+12.2%)

Hula Hoops is up £17.2m to achieve its “highest ever” value sales, says KP Snacks marketing director Kevin McNair. The return of impulse and food-to-go was a major driver, along with strong performances from the Puft and Big Hoops ranges. An extra 10 million packs have been sold.

53 (58) Ariel

Sales: £156.2m (+4.5%)

Ariel’s £6.7m gain – driven by a 3.3% rise in average price – more than wipes out the £4.5m loss reported last year. The brand hopes to accelerate growth with its latest #ShareTheLoad ad, ‘See equal’, which centres on how men are unaware of the roles women play in their lives.

54 (83) Starbucks

Sales: £156m (+28.8%)

The Starbucks grocery brand is up £34.9m – boosted by NPD such as its Signature Chocolate. Plus, its Arla-made RTDs “played a fundamental role in spearheading total category growth” says Arla head of beverages Adam Hacking. It’s also added a 750ml RTD format for home workers.

55 (87) Charlie Bigham’s

Sales: £153.5m (+31.1%)

Charlie Bigham’s is going from strength to strength. Having attracted a legion of new customers during the pandemic, the posh ready meals brand capitalised further in 2021. An extra £36.4m, driven by 5.5 million more unit sales, has sent Bigham’s soaring up this year’s rankings.

The brand, to put it mildly, had “a good year” says CEO Patrick Cairns. “It is encouraging that we have sustained growth, even after restrictions have been eased.

“Consumers have tried us and found that we are a good, value-for-money alternative to eating out of home. Most of our growth has come from consumers who did not previously shop ready meals,” he adds.

To tempt this new crowd, Bigham’s has been busy working on a wide menu of innovation. Cairns points to last April’s launch of its Smoked Haddock Gratin, which bagged a Grocer New Product Award in November, as a notable hit. The gratin is in supermarket chillers alongside such other NPD as Butter Chicken Curry & Pilau Rice and Lemon Drizzle Pudding.

All were backed by the £3m ‘Obsession is My Secret Ingredient’ push, voiced by TV presenter Richard Osman and starring Charlie himself.

56 (55) Quaker

Sales: £152.4m (–3.6%)

Quaker sold 9.1 million fewer packs of porridge oats and the like following shortages last year. It sought to address that downturn in October via ‘The Fire Inside’ push, and expects to see portable lines such as pots and Porridge to Go bars “flying off the shelves” as on-the-go habits return.

57 (80) Evian

Sales: £152.3m (+23.6%)

The end of Covid restrictions was good news for Evian, which encouraged the return of impulse sales with a reactivation of its Wimbledon Tennis Championships sponsorship and a global push fronted by pop star Dua Lipa. In January, it launched Evian Sparkling in a can.

58 (68) Dairylea

Sales: £150.4m (+8.7%)

Dairylea’s value growth is almost the same as last year’s. Owner Mondelez says it was driven by “continued innovation and investment”, including Snackers Mini Fingers. The brand also launched a major push, which later fell foul of the ASA for encouraging “unsafe behaviour” by kids.

59 (71) McCoy’s

Sales: £149.6m (+14.4%)

McCoy’s extra £18.8m is down to “strong performance across take-home formats”, says KP Snacks marketing director Kevin McNair. Plus, the food-to-go revival has pepped up sales. Salt & Vinegar and Flame Grilled Steak are now the UK’s second and third biggest meal deal choices.

60 (47) Comfort

Sales: £148.7m (–12.5%)

It’s the fifth consecutive year of value decline for Comfort. In an effort to claw back sales, the brand gave itself a makeover last spring, adding “pro-fibre technology” to its Ultimate Care range – which has since enjoyed a repeat purchase rate of 42.6%, according to owner Unilever.

61 (52) John West

Sales: £148.4m (–9.6%)

John West’s loss comes in the wake of supply problems last year, driven by factory shutdowns and slow resupply after effectively selling out of stock. On the plus side, the ambient fish supplier repositioned itself as a health and nutrition brand, backed by tuna NPD and a TV ad.

62 (54) Kenco

Sales: £141.5m (–10.6%)

The return of coffee shops and hospitality drove a £16.8m slump for Kenco. However, Kenco Duo is up 12.4% and its speciality coffees have grown 2.1% – something the brand is hoping to capitalise on with the February launch of its hot or cold flavoured lattes.

63 (61) Ben & Jerry’s

Sales: £138.7m (–4.2%)

“Over the past year, we’ve been able to reach even more fans by creating new and inventive ways to enjoy Ben & Jerry’s,” says Unilever. That’s included NPD such as Cookie Dough Peace Pop – which ended up being the “no 3 bestselling SKU in the total ice cream summer rankings”.

64 (57) Bisto

Sales: £138.5m (–9.4%)

Bisto may be down £14.4m, but the brand is still up on its pre-Covid value, points out Premier Foods brand director Helen Touchais. This is simply a “return to normality”, she says, pointing to “a range of innovations and investments” including its new Bisto Best and its first TV ad in six years.

65 (62) Chicago Town

Sales: £137.1m (–3.6%)

Although Chicago Town fell £5.1m last year, this was largely due to a rise in promotions. Volumes remained at buoyant 2020 levels. This success was partly driven by its plant-based offer, which saw double-digit growth following the launch of its vegan stuffed crust range.

66 (41) Kingsmill

Sales: £134.3m (–27.3%)

Kingsmill’s £50.5m loss is the second-biggest in this report. Allied Bakeries MD Chris Craig puts it down to the brand’s April 2021 exit from Co-op. However, “sales are up 5% this year across our top four grocery retail customers”, he points out. NPD has included multiseed 50/50 loaves.

67 (64) Fever-Tree

Sales: £132.8m (–6.1%)

Fever-Tree insists sales of its premium mixers have remained “very buoyant, reflecting the higher levels of at-home consumption”. Shoppers have picked up larger formats for those occasions, as evidenced by the 6% rise in average price, which mitigated the fall in units.

68 (66) Anchor

Sales: £130.6m (–7.1%)

The UK’s second-biggest butter, spread & margarine brand lost £10m – and sold 5.9 million fewer packs – amid a decline in the wider category. Owner Arla puts it down to the market “readjusting itself after a massive sales spike” in 2020 fuelled by scratch-cooking and home-baking booms.

69 (81) Irn-Bru

Sales: £129.3m (+5.5%)

Scotland’s unofficial national drink gained an unlikely celebrity fan in November.

“Oh, my god! Love it. Love it,” was US congresswoman Alexandria Ocasio-Cortez’s reaction after being handed a can at COP26 by Scottish first minister Nicola Sturgeon. It’s unclear if AOC’s approval helped drive Irn-Bru’s £6.8m gain – but it was definitely “a real highlight for the brand” insists Adrian Troy, marketing manager at Barr Soft Drinks.

Most likely, sales were “bolstered by a new advertising campaign” he says. It included a summertime TV ad centred on “the magic taste of Irn-Bru and how indescribably good it is”. During the push, the brand “delivered the fastest growth of all flavoured carbonate brands” Troy adds.

Other activations in 2021 were “a very Irn-Bru take on Euro 2020” and a Christmas drive staring ‘Drag Race UK’ winner Lawrence Chaney.

All of which helped the brand shift an extra 2.7 million packs – not all of them in Scotland. “Performance in England has been particularly strong,” says Troy.

It came in “a fantastic year for innovation”, including Irn-Bru Energy in a 500ml can and the permanent addition of the posher 1901 variant.

70 (60) Batchelors

Sales: £129.3m (–11.7%)

Batchelors has slid down the rankings after a £17.2m loss. Nevertheless, the brand’s director for quick meals, soups & snacks, Naomi Shooman, is upbeat about the “particularly strong performance” of Super Noodles and the prospects of  trendy NPD like the Meat Free meal pot range.

71 (84) Cushelle

Sales: £128.5m(+6.1%)

Volumes continue to rise for Cushelle. The extra 300,000 packs sold is down to mascot Kenny the Koala keeping the brand in shoppers’ minds, says owner Essity. Plus, sustainability messaging on pack allows the brand to “reinforce to shoppers that they are making a positive choice”.

72 (88) Dr Pepper

Sales: £127.7m (+12.0%)

Dr Pepper has shifted an extra 7.5 million units in the past year. CCEP GB says that was driven by a surge in sales of singles following the lifting of Covid restrictions, which had pushed up demand for larger formats. Dr Pepper Zero has grown at twice the rate of its regular line, CCEP adds.

73 (103) Good Boy

Sales: £127.3m (+22.8%)

A £23.7m gain – the biggest of any petfood brand – has powered Good Boy into the top 100 for the first time. The UK’s greatly increased dog population helped the brand shift an extra 9.2 million packs of treats, meals, toys and accessories. Listings in all the major mults helped, too.

74 (67) Duracell

Sales: £126.7m (–9.9%)

Duracell lost £13.8m but last year was no disaster, insists marketing director Christina Turner. “Lockdown drove unprecedented consumption of batteries. The sales drop versus 2020 takes us back to what 2019 looked like.” The brand also launched the powerful Optimum range in July.

75 (73) Old El Paso

Sales: £125.7m (–3.3%)

Brits’ appetite for homemade Mexican meals remains strong. Although Old El Paso’s value dipped a little due to lower average prices, the General Mills brand grew volumes by 1.1%, with Tortilla Pockets playing a key role. A limited-edition Fajita Melt kit also proved popular.

76 (78) Rowntree’s

Sales: £124.1m (–2.4%)

Owner Nestlé insists Rowntree’s is in “strong growth across all channels” including the discounters (which aren’t included in our figures). It’s spent the past year making the brand appealing to more shoppers by rolling out vegan versions of Fruit Pastilles and Fruit Gums.

77 (49) Ben’s Original

Sales: £122.8m (–25.6%)

Following a major makeover, the brand formerly known as Uncle Ben’s has lost £42.3m. That’s the fifth-largest drop in this report.

Owner Mars Food unveiled the new identity in June, having removed the racist connotations of the Uncle Ben’s name and logo while keeping the familiar orange background and navy blue font.

Rolling it out was not without teething problems. “This hard changeover across 15,000 SKUs globally drove some supply disruption,” admits a Mars spokeswoman. Additionally, the fmcg giant scaled back on marketing during the transition period.

Nevertheless, the rebrand itself “had no detrimental impact on rate of sale” the spokeswoman insists. Ben’s Original’s losses were, in fact, part of a wider “unprecedented category change”.

“If we look at rice, the category declined versus 2020 as consumers moved from pandemic buying habits as hospitality reopened” she adds.

In November, Ben’s Original showcased its new look via the ‘We’re All Original Recipes’ push. A plant-based line followed in March.

For the months ahead, it’s eyeing “flavour expansions” to lure new shoppers.

78 (76) Aunt Bessie’s

Sales: £122.8m (–3.9%)

Frozen continues to boom, but Aunt Bessie’s has fallen £5m – on top of a £5.7m loss in last year’s report. Volumes are down by 6.1 million packs. The Nomad brand is banking on a new recipe for its roasties, unveiled in September and backed by a £2.1m spend, to hasten recovery.

79 (96) Highland Spring

Sales: £122.1m (+11.8%)

Sales are up £12.9m for Britain’s third-biggest bottled water brand, following last year’s launch of flavoured sparkling water in a can. The three-strong range has tapped demand among office workers for “quick, easy and convenient experiences” says marketing controller Mike Buckland.

80 (70) Hellmann’s

Sales: £122.1m (–6.9%)

It may have shed £9.1m, but flavoured variants and Vegan Mayo have been “strong growth drivers” for Hellmann’s, Unilever says. It’s been busy with NPD including plant-based trio Baconnaise, Chipotle and Garlic. Plus, it’s committed to using 100% recycled PET in its squeezy range.

81 (75) Finish

Sales: £122.0m (–5.8%)

Finish has returned to Earth after skyrocketing during lockdowns. In spite of its £7.5m drop, it’s still up about £24m on pre-Covid. The brand is now betting big on sustainability. It’s partnered with Tesco to roll out packaging that can be recycled along with plastic carrier bags.

82 (77) Pot Noodle

Sales: £121.9m (–4.5%)

The August launch of Katsu Curry, Chilli Chicken and Thai Green Curry brought new shoppers to instant hot snacks and “provided something new for existing fans” says Unilever. That helped Pot Noodle sell an extra 9.3 million packs – mitigated only by a 10.3% drop in average price.

83 (56) Princes

Sales: £121.9m (–20.6%)

Princes group director for foods & marketing Ruth Simpson says its £31.6m decline is due to Brits shopping for tinned goods less often. A 5.7% fall in average pack price didn’t help either. To recoup losses, the brand is expanding beyond ambient into the frozen aisles.

84 (86) Yorkshire Tea

Sales: £120.4m (+2.1%)

A partnership with Alpro – in an ad that gently poked fun at its MyCuppa SKU – was just one way Yorkshire Tea generated buzz this year. It also gave Yorkshire Gold a revamp and continued pushing its speciality brews. All of which helped cement its position as the only tea brand in growth.

85 (100) Ribena

Sales: £118.0m (+10.7%)

After a miserable 2020, Ribena has bounced back with an £11.4m gain. It’s sold an extra 8.1 million packs, thanks to impulse sales being “back on the forefront” it says. Ribena Sparkling – added in autumn 2020 – was a key driver across grocery, backed by a £2.4m push in summer 2021.

86 (79) Flora

Sales: £117.7m (–6.3%)

The demise of the home-baking and scratch-cooking crazes saw Flora fall by £7.9m, with volumes down by 4.9 million packs – a 7.4% decline. The Upfield brand is banking on a spreadable variant of its Plant B+tter range – added in October – to help it return to value growth.

87 (105) Ferrero

Sales: £116.8m (+13.8%)

Ferrero has stormed into the top 100 following strong growth for its 300g Rocher sharing box, which it puts down to Brits indulging in “increased treating moments”. Rocher also made its debut in sharing bars last year. The three 90g variants were backed by a £2.5m push.

88 (69) Ginsters

Sales: £116.2m (–12.6%)

While sales of its pastries remain buoyant, the Covid-driven slump in food to go hit Ginsters’ sandwiches. They’re down more than £20m, after distribution slumped in the grocery mults. That undid share gains in pastries, fuelled by on-trend launches such as its Bakes range (pictured).

89 (94) Plenty

Sales: £115.3m (+3.8%)

Plenty owner Essity attributes its £4.3m growth to the “superior production quality” and consumer trust in the brand. That differentiates Plenty from the paper category’s declining “smaller or tertiary brands who do not offer their consumers the superiority or versatility” the supplier adds.

90 (51) Napolina

Sales: £114.1m (–30.5%)

Napolina’s £50m loss is the fourth biggest in our rankings. Like sister brand Princes (83), sales of its ambient portfolio suffered as Brits returned to restaurants and pubs.

The nation evolved beyond stockpiling mentality, “naturally moving back to own label as availability returned to normal” says Andy Hargraves, group director for Italian products at owner Princes.

“Retailers focused on an own-label proposition from a shelf and end perspective, which has led to reduced choice and loss of category value,” he adds.

Napolina is now aiming to evolve its strategy “from an ingredients brand to an Italian cooking brand through an increased focus on providing education and inspiration,” Hargraves adds.

That means tie-ups with BBC Good Food and food media platform MOB Kitchen, plus its ongoing ‘Cooking with Napolina’ YouTube channel.

This shift to becoming a cooking brand also prompted last April’s launch of its Selezione Speciale tomatoes and sauce range – promising “the best quality when it comes to authentic Italian pasta sauces”. Variants such as Chianti Ragu are based on regional Italian recipes.

91 (82) Kleenex

Sales: £112.2m (–8.1%)

Covid restrictions and mask wearing meant fewer cases of colds and flu among shoppers – leading to 3.4 million fewer packs of Kleenex facial tissues being sold and a £9.9m slump. However, it hasn’t been sitting back. Last summer saw a special range to support mental health charity Mind.

92 (91) Philadelphia

Sales: £111.6m (–1.6%)

Philadelphia says sales – particularly for its low-fat variants – benefited from shoppers’ renewed focus on health in 2021. It was also the year the brand rolled out fully recyclable packaging. It began 2022 by making its debut in vegan cheese alternatives, aimed at younger flexitarians.

93 (63) Dettol

Sales: £110.6m (–22.0%)

In the wake of the pandemic cleaning frenzy, last year’s second-fastest riser has shed £31.3m. That’s the eighth-biggest loss in this report. Not only did units decline 17.7%, but average price fell 5.3%. However, owner Reckitt has said it will soon have to pass on higher costs to shoppers.

94 (101) Vimto

Sales: £109.5m (+4.3%)

Vimto has broken into the top 100 with a £4.5m gain in what it calls a “pivotal” year. The brand’s multipacks have maintained momentum while its single RTDs have “really come into the fore” since the rebirth of on-the-go. Last spring’s ‘Find Your Different’ push also turned shoppers’ heads.

95 (90) Rustlers

Sales: £109.1m (–4.0%)

The end of Covid restrictions spelled a £4.6m loss for Rustlers, as at-home lunches dwindled and burger restaurants reopened. “We’re confident our strategy will continue Rustlers’ sustained growth trajectory in the years ahead,” says Kepak chief marketing officer Adrian Lawlor.

96 (98) Pizza Express

Sales: £107.2m (–0.9%)

Having missed out on the boom seen by rival pizza brands in 2020, Pizza Express remained stagnant in grocery last year. Volumes nudged up 0.2%, but frequent promotions depressed average price. The brand moved to tap the home cooking boom by adding ready-to-roll pizza dough.

97 (93) Twinings

Sales: £105.3m (–6.4%)

Tellingly, Twinings is now the only black tea brand in the top 100 aside from Yorkshire (84). PG Tips and Tetley have both fallen out of the ranking as Brits turn away from standard cuppas. As such, Twinings has lost £7.2m, but it’s seeing growth in “wellness blends” such as its Superblends range.

98 (89) Dr Oetker

Sales: £102.3m (–10.0%)

Dr Oetker struggled to replicate the stellar growth of 2020. However, the brand remained above pre-pandemic levels as consumer habits stuck, even as Covid restrictions eased. Ristorante going vegan for the first time and the launch of non-HFSS frozen pizza brand The Good Baker surely helped.

99 (118) Peperami

Sales: £101.7m (+14.0%)

Jack Link’s in-your-face brand has been propelled by a rocketing meat snacking market and NPD beyond its porky roots. It’s added £12.5m, breaking the £100m barrier.

The brand is successfully appealing to “those seeking convenient, fun and tasty snacks with functional benefits, particularly high in protein” says marketing director Laura Trivulzio.

In an increasingly crowded category, Peperami sought to stand out through eye-catching innovations – which accounted for more than 20% of the brand’s growth.

In June, the brand made its plant-based debut with sub-brand Vegerami, comprising two variants of Chick’nless Bites, Pep’d Up and Smokin’, made using pea protein.

Those arrived after Peperami’s core offer had been given a makeover in May to lure “mainstream and younger” shoppers.

The meaty range was further supported by the massive ‘Ban the Bland’ push, which roped in celebs including Rio Ferdinand and Olly Murs.

This year looks set to be equally busy for the brand. It’s already unveiled a chorizo variant and kicked off a six-figure campaign for its soon-to-be-repositioned Chicken Bites.

100 (99) Maynards Bassetts

Sales: £101.6m (–5.2%)

Having suffered from the collapse of impulse in 2020, Maynards Bassetts’ return to growth was once again stymied by Covid in 2021. “Whilst we did initially see the on-the-go mission climb, it then faced a setback by December’s home-working restrictions,” says owner Mondelez.

What about the brands that didn’t quite make the top 100? Here are 10 contenders that look set to climb next year