Every Quarter, we analyse the Top 150 UK FMCG manufacturers and their online reputation in supermarkets. Our key reputation KPI is the percentage of SKUs that need new reviews. The fewer the number, the better the manufacturer is managing its reputation.
Based on our research and that of business school professors in the US, the three key measures that go into whether a SKU Needs new reviews are:
- Minimum of 30 reviews: This involves checking if the SKU has at least 30 reviews in that retailer. If it does, we move on to section 2. If not, it requires new reviews.
- Top 3 Fresh: Looking at the latest three reviews on the retailer's website, e.g., Tesco.com, which is displayed as the newest first, are any more than six months old? If yes, it needs new reviews; if not, go to 3.
- Top 3 Fair: Look at the latest three reviews and their ratings out of 5. Are any of these more than 1.5 Stars different from (above or below) the average rating for the SKU in that retailer? If yes, then it needs new reviews. If "No," then this SKU in this retailer is optimised right now.
We check this data daily in every retailer and automatically get new reviews from 100% verified shoppers until they are no longer required. Working with our clients, we know that this kind of Always On program provides an exceptional ROI return of between 6 and 12 at a gross margin level.
That's £6 - £12 back for every £1 you spend on the program. Where else can you get that kind of return on your spending?
the medalists
Where did you finish?
Highlights
Müller Dairy and Lactalis McLelland continue to lead the dairy category, swapping their first and second positions, with Müller taking the lead for the first time. Bettys & Taylors of Harrogate climbs up to third place for the first time, demonstrating consistent consumer satisfaction in the hot drinks sector.
Risers
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Baxters (+86): Baxters moved up significantly by 86 positions between February and May 2025.
Weetabix (+57): Weetabix increased its ranking by 57 positions in this period.
Ekaterra (+55): Ekaterra rose notably, gaining 55 ranks from February to May.
Annabel Karmel (+54): Annabel Karmel improved its position considerably by moving up 54 places.
Tropicana (+48): Tropicana climbed substantially, advancing by 48 positions.
Fallers
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Scrumbles (-76): Scrumbles saw the largest decline, dropping by 76 positions from February to May 2025.
Church & Dwight (-62): Church & Dwight experienced a significant decline, losing 62 places in the ranking.
Premier Foods (-43): Premier Foods fell notably by 43 positions during this period.
Treasury Wine Estates (-41): Treasury Wine Estates dropped substantially, declining by 41 ranks.
Gruppo Campari (-39): Gruppo Campari’s ranking fell considerably, down 39 positions from February to May.
How do you become a winner?
Results based on the three key dimensions of product reviews that drive impact:
Make a mark – A product needs at least 30 reviews to be credible with shoppers
Recent form – The latest three reviews need to be less than 6 months old to have the maximum relevance to shopper
Within the spirit - The latest three reviews should fairly represent the average rating, which is within 1.5 stars of the average.
The best way to become a winner is to start working with CheckoutSmart. Our SmartReputation Always On program guarantees that your SKUs will not need new reviews. No matter where you start, we will get you to 30 and keep them fresh and fair.
Report Key
Coverage - Based on SKU distribution in the Top 5 retailers in the latest period (Tesco, ASDA, Sainsbury's, Morrisons & Ocado) ie 5 = 1 SKU in 5 retailers.
Need new reviews? - Any SKU that does not have 30 reviews has a Top 3 review over 6 months (182 days) old or has the lowest rating of more than 1.5 stars from the average needs new reviews.
For inclusion - A manufacturer needs at least 40 points of distribution, such as 10 items in an average of 4 retailers.
the Top 150 (see below for alphabetical listing)
| Manufacturer | May '25 Rank | Feb '25 Rank | Change |
| Muller Dairy | 1 | 2 | 1 |
| Lactalis McLelland | 2 | 1 | -1 |
| Bettys & Taylors Of Harrogate | 3 | 5 | 2 |
| Flora Food Group | 4 | 16 | 12 |
| Carlsberg | 5 | 25 | 20 |
| Arla Foods | 6 | 29 | 23 |
| KP Snacks | 7 | 3 | -4 |
| Pladis | 8 | 4 | -4 |
| Mars Petcare | 9 | 11 | 2 |
| Bacardi | 10 | 18 | 8 |
| Johnson & Johnson | 11 | 10 | -1 |
| Tropicana | 12 | 60 | 48 |
| Weetabix | 13 | 70 | 57 |
| McCain Foods | 14 | 26 | 12 |
| Yeo Valley | 15 | 45 | 30 |
| Colgate | 16 | 6 | -10 |
| Warburtons | 17 | 21 | 4 |
| Mizkan | 18 | 7 | -11 |
| Accolade Wines | 19 | 9 | -10 |
| Essity | 20 | 8 | -12 |
| Annabel Karmel | 21 | 75 | 54 |
| Mars Food | 22 | 39 | 17 |
| Coty | 23 | 51 | 28 |
| Bonne Maman | 24 | 57 | 33 |
| Hovis | 25 | 20 | -5 |
| Ecover | 26 | 61 | 35 |
| Saputo | 27 | 32 | 5 |
| Danone | 28 | 48 | 20 |
| The Spice Tailor | 29 | 12 | -17 |
| Unilever | 30 | 35 | 5 |
| Nestle Waters | 31 | 19 | -12 |
| Jordans & Ryvita | 32 | 15 | -17 |
| Nomad Foods | 33 | 37 | 4 |
| Heinz | 34 | 22 | -12 |
| Ekaterra | 35 | 90 | 55 |
| The Suntory Group | 36 | 67 | 31 |
| Jacobs Douwe Egberts | 37 | 28 | -9 |
| Allied Bakeries | 38 | 14 | -24 |
| Kellogg's | 39 | 30 | -9 |
| Pilgrim's Europe | 40 | 27 | -13 |
| Picard | 41 | 23 | -18 |
| Australian Vintage | 42 | 47 | 5 |
| Natoora | 43 | 46 | 3 |
| Haleon | 44 | 79 | 35 |
| Method | 45 | 77 | 32 |
| General Mills | 46 | 56 | 10 |
| Baxters | 47 | 133 | 86 |
| Kimberly Clark | 48 | 17 | -31 |
| Nestle | 49 | 43 | -6 |
| Ecotone | 50 | 44 | -6 |
| Starbucks | 51 | 34 | -17 |
| Butcher's Pet Care | 52 | 53 | 1 |
| Molson Coors | 53 | 36 | -17 |
| Charlie Bigham's | 54 | 54 | 0 |
| Procter & Gamble | 55 | 50 | -5 |
| PepsiCo | 56 | 55 | -1 |
| Lindt & Sprungli | 57 | 24 | -33 |
| Crosta & Mollica | 58 | 42 | -16 |
| SC Johnson | 59 | 74 | 15 |
| Asahi UK | 60 | 33 | -27 |
| Procordia Food | 61 | 40 | -21 |
| Heineken | 62 | 65 | 3 |
| Winterbotham Darby & Co | 63 | 69 | 6 |
| Coca Cola | 64 | 62 | -2 |
| Fox's Biscuits | 65 | 41 | -24 |
| Belazu | 66 | 95 | 29 |
| Newell Brands | 67 | 93 | 26 |
| Dr. Oetker | 68 | 85 | 17 |
| Gu | 69 | 83 | 14 |
| Diageo | 70 | 76 | 6 |
| The Organic Family | 71 | 63 | -8 |
| Tilda | 72 | 81 | 9 |
| LNCD | 73 | 64 | -9 |
| Premier Foods | 74 | 31 | -43 |
| Church & Dwight | 75 | 13 | -62 |
| Reckitt | 76 | 71 | -5 |
| Gruppo Campari | 77 | 38 | -39 |
| Henkel | 78 | 49 | -29 |
| E & J Gallo | 79 | 78 | -1 |
| Spectrum Brands | 80 | 72 | -8 |
| Higgidy | 81 | 100 | 19 |
| Princes | 82 | 91 | 9 |
| Britvic | 83 | 82 | -1 |
| Young's Seafood | 84 | 98 | 14 |
| William Grant and Sons | 85 | 66 | -19 |
| SHS Drinks | 86 | 92 | 6 |
| L'Oreal | 87 | 94 | 7 |
| Marlow Foods | 88 | 73 | -15 |
| Mondelez | 89 | 84 | -5 |
| Beiersdorf | 90 | 68 | -22 |
| Cofresh | 91 | 59 | -32 |
| Associated British Foods | 92 | 96 | 4 |
| Fresh Marketing | 93 | 58 | -35 |
| Salov | 94 | 116 | 22 |
| AB InBev | 95 | 86 | -9 |
| Ferrero | 96 | 80 | -16 |
| PZ Cussons | 97 | 97 | 0 |
| Nairn's | 98 | 102 | 4 |
| Pets Choice | 99 | 88 | -11 |
| John West | 100 | 135 | 35 |
| Bayer | 101 | 87 | -14 |
| Brown-Forman | 102 | 110 | 8 |
| Haribo | 103 | 115 | 12 |
| Windmill Organics | 104 | 108 | 4 |
| Symington's | 105 | 127 | 22 |
| KTC Edibles | 106 | 125 | 19 |
| Pernod-Ricard | 107 | 107 | 0 |
| BrewDog | 108 | 121 | 13 |
| INEOS | 109 | 99 | -10 |
| Lotus Bakeries | 110 | 106 | -4 |
| LF Beauty | 111 | 144 | 33 |
| Cider of Sweden | 112 | 109 | -3 |
| The Hain Celestial Group | 113 | 112 | -1 |
| Concha y Toro | 114 | 123 | 9 |
| Proper | 115 | 105 | -10 |
| itsu | 116 | 111 | -5 |
| Surya Foods | 117 | 131 | 14 |
| East End Foods | 118 | 120 | 2 |
| Petty Wood & Co | 119 | 104 | -15 |
| A G Barr | 120 | 124 | 4 |
| Off Piste Wines | 121 | 101 | -20 |
| Daylesford Organic | 122 | 117 | -5 |
| Leathams | 123 | 103 | -20 |
| Twinings | 124 | 122 | -2 |
| Dr Schar | 125 | 113 | -12 |
| Armitage Pet Care | 126 | 118 | -8 |
| Hero | 127 | 114 | -13 |
| Scrumbles | 128 | 52 | -76 |
| McCormick | 129 | 130 | 1 |
| Treasury Wine Estates | 130 | 89 | -41 |
| Grace Foods | 131 | 137 | 6 |
| Lavazza | 132 | 134 | 2 |
| Kao | 133 | 126 | -7 |
| Weleda | 134 | 132 | -2 |
| MPM | 135 | 128 | -7 |
| Whitworths | 136 | 129 | -7 |
| Seven Seas | 137 | 139 | 2 |
| HiPP | 138 | 141 | 3 |
| Perrigo | 139 | 148 | 9 |
| Fever-Tree | 140 | 142 | 2 |
| Neal's Yard Remedies | 141 | 140 | -1 |
| Inspired Pet Nutrition | 142 | 119 | -23 |
| Baylis and Harding | 143 | 136 | -7 |
| Lily's Kitchen | 144 | 145 | 1 |
| Ella's Kitchen | 145 | 143 | -2 |
| Wella | 146 | 146 | 0 |
| Piccolo Foods | 147 | 147 | 0 |
| The Bart Ingredients Co. | 148 | 149 | 1 |
| Vitabiotics | 149 | 138 | -11 |
| Harvey Nichols | 150 | 150 | 0 |
Alphabetical listing
| Manufacturer | May '25 Rank | Feb '25 Rank | Change |
| A G Barr | 120 | 124 | 4 |
| AB InBev | 95 | 86 | -9 |
| Accolade Wines | 19 | 9 | -10 |
| Allied Bakeries | 38 | 14 | -24 |
| Annabel Karmel | 21 | 75 | 54 |
| Arla Foods | 6 | 29 | 23 |
| Armitage Pet Care | 126 | 118 | -8 |
| Asahi UK | 60 | 33 | -27 |
| Associated British Foods | 92 | 96 | 4 |
| Australian Vintage | 42 | 47 | 5 |
| Bacardi | 10 | 18 | 8 |
| Baxters | 47 | 133 | 86 |
| Bayer | 101 | 87 | -14 |
| Baylis and Harding | 143 | 136 | -7 |
| Beiersdorf | 90 | 68 | -22 |
| Belazu | 66 | 95 | 29 |
| Bettys & Taylors Of Harrogate | 3 | 5 | 2 |
| Bonne Maman | 24 | 57 | 33 |
| BrewDog | 108 | 121 | 13 |
| Britvic | 83 | 82 | -1 |
| Brown-Forman | 102 | 110 | 8 |
| Butcher's Pet Care | 52 | 53 | 1 |
| Carlsberg | 5 | 25 | 20 |
| Charlie Bigham's | 54 | 54 | 0 |
| Church & Dwight | 75 | 13 | -62 |
| Cider of Sweden | 112 | 109 | -3 |
| Coca Cola | 64 | 62 | -2 |
| Cofresh | 91 | 59 | -32 |
| Colgate | 16 | 6 | -10 |
| Concha y Toro | 114 | 123 | 9 |
| Coty | 23 | 51 | 28 |
| Crosta & Mollica | 58 | 42 | -16 |
| Danone | 28 | 48 | 20 |
| Daylesford Organic | 122 | 117 | -5 |
| Diageo | 70 | 76 | 6 |
| Dr Schar | 125 | 113 | -12 |
| Dr. Oetker | 68 | 85 | 17 |
| E & J Gallo | 79 | 78 | -1 |
| East End Foods | 118 | 120 | 2 |
| Ecotone | 50 | 44 | -6 |
| Ecover | 26 | 61 | 35 |
| Ekaterra | 35 | 90 | 55 |
| Ella's Kitchen | 145 | 143 | -2 |
| Essity | 20 | 8 | -12 |
| Ferrero | 96 | 80 | -16 |
| Fever-Tree | 140 | 142 | 2 |
| Flora Food Group | 4 | 16 | 12 |
| Fox's Biscuits | 65 | 41 | -24 |
| Fresh Marketing | 93 | 58 | -35 |
| General Mills | 46 | 56 | 10 |
| Grace Foods | 131 | 137 | 6 |
| Gruppo Campari | 77 | 38 | -39 |
| Gu | 69 | 83 | 14 |
| Haleon | 44 | 79 | 35 |
| Haribo | 103 | 115 | 12 |
| Harvey Nichols | 150 | 150 | 0 |
| Heineken | 62 | 65 | 3 |
| Heinz | 34 | 22 | -12 |
| Henkel | 78 | 49 | -29 |
| Hero | 127 | 114 | -13 |
| Higgidy | 81 | 100 | 19 |
| HiPP | 138 | 141 | 3 |
| Hovis | 25 | 20 | -5 |
| INEOS | 109 | 99 | -10 |
| Inspired Pet Nutrition | 142 | 119 | -23 |
| itsu | 116 | 111 | -5 |
| Jacobs Douwe Egberts | 37 | 28 | -9 |
| John West | 100 | 135 | 35 |
| Johnson & Johnson | 11 | 10 | -1 |
| Jordans & Ryvita | 32 | 15 | -17 |
| Kao | 133 | 126 | -7 |
| Kellogg's | 39 | 30 | -9 |
| Kimberly Clark | 48 | 17 | -31 |
| KP Snacks | 7 | 3 | -4 |
| KTC Edibles | 106 | 125 | 19 |
| L'Oreal | 87 | 94 | 7 |
| Lactalis McLelland | 2 | 1 | -1 |
| Lavazza | 132 | 134 | 2 |
| Leathams | 123 | 103 | -20 |
| LF Beauty | 111 | 144 | 33 |
| Lily's Kitchen | 144 | 145 | 1 |
| Lindt & Sprungli | 57 | 24 | -33 |
| LNCD | 73 | 64 | -9 |
| Lotus Bakeries | 110 | 106 | -4 |
| Marlow Foods | 88 | 73 | -15 |
| Mars Food | 22 | 39 | 17 |
| Mars Petcare | 9 | 11 | 2 |
| McCain Foods | 14 | 26 | 12 |
| McCormick | 129 | 130 | 1 |
| Method | 45 | 77 | 32 |
| Mizkan | 18 | 7 | -11 |
| Molson Coors | 53 | 36 | -17 |
| Mondelez | 89 | 84 | -5 |
| MPM | 135 | 128 | -7 |
| Muller Dairy | 1 | 2 | 1 |
| Nairn's | 98 | 102 | 4 |
| Natoora | 43 | 46 | 3 |
| Neal's Yard Remedies | 141 | 140 | -1 |
| Nestle | 49 | 43 | -6 |
| Nestle Waters | 31 | 19 | -12 |
| Newell Brands | 67 | 93 | 26 |
| Nomad Foods | 33 | 37 | 4 |
| Off Piste Wines | 121 | 101 | -20 |
| PepsiCo | 56 | 55 | -1 |
| Pernod-Ricard | 107 | 107 | 0 |
| Perrigo | 139 | 148 | 9 |
| Pets Choice | 99 | 88 | -11 |
| Petty Wood & Co | 119 | 104 | -15 |
| Picard | 41 | 23 | -18 |
| Piccolo Foods | 147 | 147 | 0 |
| Pilgrim's Europe | 40 | 27 | -13 |
| Pladis | 8 | 4 | -4 |
| Premier Foods | 74 | 31 | -43 |
| Princes | 82 | 91 | 9 |
| Procordia Food | 61 | 40 | -21 |
| Procter & Gamble | 55 | 50 | -5 |
| Proper | 115 | 105 | -10 |
| PZ Cussons | 97 | 97 | 0 |
| Reckitt | 76 | 71 | -5 |
| Salov | 94 | 116 | 22 |
| Saputo | 27 | 32 | 5 |
| SC Johnson | 59 | 74 | 15 |
| Scrumbles | 128 | 52 | -76 |
| Seven Seas | 137 | 139 | 2 |
| SHS Drinks | 86 | 92 | 6 |
| Spectrum Brands | 80 | 72 | -8 |
| Starbucks | 51 | 34 | -17 |
| Surya Foods | 117 | 131 | 14 |
| Symington's | 105 | 127 | 22 |
| The Bart Ingredients Co. | 148 | 149 | 1 |
| The Hain Celestial Group | 113 | 112 | -1 |
| The Organic Family | 71 | 63 | -8 |
| The Spice Tailor | 29 | 12 | -17 |
| The Suntory Group | 36 | 67 | 31 |
| Tilda | 72 | 81 | 9 |
| Treasury Wine Estates | 130 | 89 | -41 |
| Tropicana | 12 | 60 | 48 |
| Twinings | 124 | 122 | -2 |
| Unilever | 30 | 35 | 5 |
| Vitabiotics | 149 | 138 | -11 |
| Warburtons | 17 | 21 | 4 |
| Weetabix | 13 | 70 | 57 |
| Weleda | 134 | 132 | -2 |
| Wella | 146 | 146 | 0 |
| Whitworths | 136 | 129 | -7 |
| William Grant and Sons | 85 | 66 | -19 |
| Windmill Organics | 104 | 108 | 4 |
| Winterbotham Darby & Co | 63 | 69 | 6 |
| Yeo Valley | 15 | 45 | 30 |
| Young's Seafood | 84 | 98 | 14 |
Need to up your game?
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