Kellogg’s has been named as the leading grocery brand in the UK, according to a survey.


The report, carried out by analysts TNS Worldpanel and Marketing magazine, also found that brands that have met consumer demand for healthier products have enjoyed strong UK sales in the past year.


Kellogg’s saw off competition from the likes of Heinz, Walkers and Cadbury to become the best-selling grocery brand in the UK, according to the study. Kellogg’s take-home sales are projected to top GBP550m (US$1.1bn) this year, a rise of 4% on 2006.


The report also claimed that brands including Coca-Cola and McCain had seen sales rise on the back of the launch of “healthier” line extensions.


TNS Worldpanel research director Edward Garner said: “Healthy eating seems to finally be lodged firmly in the minds of Britain’s consumers, but we are still loathe to forgo the foods we love. Brands that have adapted to this and created healthier ranges have enjoyed a significant increase in sales.”


Despite ranking second in the list, Heinz is set to see sales dip 1% this year, the study said. Walkers, Cadbury and Birds Eye make up the top five with only Walkers set to show growth of these three brands.


Of the top ten, nine products are food brands; Warburtons bread is expected to record the fastest sales growth in 2007 with sales predicted to leap 18%.


Muller, McVitie’s and Hovis are the three other food brands to make the top ten best-selling grocery brands in the UK, the study said.