Fuse explodes into leading 10

Cadbury’s Fuse, Hooper’s Hooch and CKOne are some of the hottest brands, according to Marketing/ACNielsen’s annual survey of Britain’s biggest brands.

Cadbury’s Fuse, Hooper’s Hooch and CKOne are some of the hottest

brands, according to Marketing/ACNielsen’s annual survey of Britain’s

biggest brands.



ACNielsen has isolated ’Ten new brands to watch’, ranking them by their

average monthly sales. This shows that Cadbury’s Fuse averaged sales of

over pounds 3.4m per month, putting it ahead of Hooch, which averaged at

pounds 2.5m.



Without sales figures for all of 1995 and 1996, ACNielsen could not

include these brands in its ’Fastest growers’ table, which was topped

this year by Entenmann’s.



If sales of Fuse continue at this rate it will break into the top ten

confectionery brands. Hooch is already the best-seller in the flavoured

alcoholic beverages category and Utterly Butterly is the ninth biggest

spreads brand.



The popularity of unisex brands has helped CKOne become the

biggest-selling male and third biggest-selling female fragrance.



Stella Artois is the UK’s best-selling beer for the second year running,

with sales of over pounds 110m. Former number one Carling Black Label

posted sales in 1996 of between pounds 90 and pounds 95m.



See Biggest Brands, page 20



The 10 hottest brands

Brand                  pounds m     Company             Ad spend

                       sales 1996                  (pounds 000s)

1   Fuse               Over 43m     Cadbury                 1084

2   Hooper’s Hooch     2.5-3.0      Bass                     995

3   Utterly Butterly   2.0-2. 5     St Ivel                 2108

4   CKOne              1.0-1.5      Calvin Klein            2227

5   Carte Noire        1.0-1. 5     KJS                     4082

6   Mountain Dew       0.5-1.0      PepsiCo                 2591

7   Ace                0.5-1.0      McVitie’s               1802

8   Go Ahead crisps    0.5-1.0      McVitie’s              1834*

9   Two Dogs           Below 0.5    Merrydown                  8

10  Shott’s            Below 0.5    Whitbread                460



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