Despite a huge World Cup marketing campaign and a big drive to reduce saturated fats in the bar, Mars has fallen 20 places on the list of top brands compiled by The Grocer. Its sales fell 14.2% to £102.1 million, a £17m reduction in value. The actual Mars bar saw declining sales of 6% while Mars Delights and Mars Planets also showed poor performances alongside the novelty and Easter ranges. By contrast, sales of all other leading chocolate confectionery brands have risen.

Coca-Cola topped the list with Walkers crisps third and Cadbury’s Dairy Milk fifth. Doritos was the biggest climber – up 14 places to 55th.

Mars says its flagship product remained “the number one substantial brand in the UK” but analysts have commented on its this lack of research and up-to-date marketing.