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 some 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?
the Top 10 Highlights
Lactalis McLelland and Müller Dairy continue to lead the dairy category, retaining their first and second positions, respectively. Bettys & Taylors of Harrogate also holds steady at fifth place, demonstrating consistent consumer satisfaction in the hot drinks sector.
Risers
- KP Snacks: Climbing from seventh to third place, a four-spot improvement.
- Mizkan: Advancing from 30th to seventh, marking a 23-place jump.
- Accolade Wines: Making a significant leap from 105th to ninth position, an impressive 96-place ascent.
- Church and Dwight: Moving up from 41st to 13th, gaining 28 spots.
Fallers
- Arla Foods: Dropping from third to 25th place, a 22-position decrease.
- Yeo Valley Farms: Descending from 16th to 41st, a 25-place drop.
- Biotiful Dairy: Moving down from 19th to 44th, a 25-position decrease.
- Bighams: Falling from 29th to 50th, a 21-spot decline.
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 October 2024 (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 | Nov '24 Reviews Rank | Feb'25 Reviews Rank | Change |
| Lactalis McLelland | 1 | 1 | 0 |
| Muller Dairy | 2 | 2 | 0 |
| KP Snacks | 7 | 3 | 4 |
| Pladis | 6 | 4 | 2 |
| Bettys & Taylors Of Harrogate | 5 | 5 | 0 |
| Colgate | 9 | 6 | 3 |
| Mizkan | 30 | 7 | 23 |
| Essity | 22 | 8 | 14 |
| Accolade Wines | 105 | 9 | 96 |
| Johnson & Johnson | 25 | 10 | 15 |
| Mars Petcare | 48 | 11 | 37 |
| The Spice Tailor | 11 | 12 | -1 |
| Church and Dwight | 41 | 13 | 28 |
| Allied Bakeries | 8 | 14 | -6 |
| Bacardi | 75 | 15 | 60 |
| Nestle Waters | 24 | 16 | 8 |
| Hovis | 17 | 17 | 0 |
| Warburtons | 20 | 18 | 2 |
| Picard | 15 | 19 | -4 |
| Heinz | 49 | 20 | 29 |
| Lindt & Sprungli | 18 | 21 | -3 |
| McCain Foods | 4 | 22 | -18 |
| Pilgrim's Food Masters | 14 | 23 | -9 |
| Jacobs Douwe Egberts | 34 | 24 | 10 |
| Arla Foods | 3 | 25 | -22 |
| Premier Foods | 21 | 26 | -5 |
| Saputo | 13 | 27 | -14 |
| Asahi UK | 10 | 28 | -18 |
| Unilever | 37 | 29 | 8 |
| Nomad Foods Europe | 35 | 30 | 5 |
| Molson Coors | 71 | 31 | 40 |
| Brindisa | 31 | 32 | -1 |
| Gruppo Campari | 92 | 33 | 59 |
| Mars Food | 33 | 34 | -1 |
| Procordia Food | 45 | 35 | 10 |
| Upfield | 12 | 36 | -24 |
| Fox's Biscuits | 43 | 37 | 6 |
| Crosta & Mollica | 23 | 38 | -15 |
| Nestle | 44 | 39 | 5 |
| Danone | 28 | 40 | -12 |
| Yeo Valley Farms | 16 | 41 | -25 |
| Natoora | 38 | 42 | -4 |
| Australian Vintage | 55 | 43 | 12 |
| Biotiful Dairy | 19 | 44 | -25 |
| Henkel | 61 | 45 | 16 |
| Procter & Gamble | 42 | 46 | -4 |
| Coty | 39 | 47 | -8 |
| Butcher's Pet Care | 26 | 48 | -22 |
| Alpro | 36 | 49 | -13 |
| Bighams | 29 | 50 | -21 |
| PepsiCo | 65 | 51 | 14 |
| General Mills | 56 | 52 | 4 |
| Bonne Maman | 27 | 53 | -26 |
| Fresh Marketing | 115 | 54 | 61 |
| Cofresh Snack Foods | 47 | 55 | -8 |
| Tropicana | 74 | 56 | 18 |
| Ecover | 54 | 57 | -3 |
| The Organic Family | 46 | 58 | -12 |
| Graze | 103 | 59 | 44 |
| LNCD | 52 | 60 | -8 |
| Heineken | 57 | 61 | -4 |
| William Grant and Sons | 82 | 62 | 20 |
| The Suntory Group | 80 | 63 | 17 |
| Beiersdorf | 60 | 64 | -4 |
| Winterbotham Darby & Co | 90 | 65 | 25 |
| Weetabix | 59 | 66 | -7 |
| Reckitt | 87 | 67 | 20 |
| Spectrum Brands | 32 | 68 | -36 |
| Pizza Express | 69 | 69 | 0 |
| Marlow Foods | 70 | 70 | 0 |
| SC Johnson | 50 | 71 | -21 |
| Diageo | 91 | 72 | 19 |
| Method | 73 | 73 | 0 |
| E & J Gallo | 79 | 74 | 5 |
| AB InBev | 88 | 75 | 13 |
| Ferrero U.K. | 68 | 76 | -8 |
| GlaxoSmithKline | 77 | 77 | 0 |
| Kerry Foods | 85 | 78 | 7 |
| Tilda | 66 | 79 | -13 |
| Britvic | 93 | 80 | 13 |
| Gu | 119 | 81 | 38 |
| Mondelez | 58 | 82 | -24 |
| AB World Foods | 110 | 83 | 27 |
| Dr. Oetker | 64 | 84 | -20 |
| PZ Cussons | 100 | 85 | 15 |
| Bayer Healthcare | 81 | 86 | -5 |
| Cranswick | 83 | 87 | -4 |
| Pets Choice | 51 | 88 | -37 |
| Treasury Wine Estates | 78 | 89 | -11 |
| Princes | 86 | 90 | -4 |
| SHS Drinks | 98 | 91 | 7 |
| Newell Brands | 116 | 92 | 24 |
| L'Oreal | 62 | 93 | -31 |
| Belazu | 53 | 94 | -41 |
| Young's | 63 | 95 | -32 |
| INEOS | 40 | 96 | -56 |
| Belvoir Fruit Farms | 67 | 97 | -30 |
| Higgidy | 109 | 98 | 11 |
| Off Piste Wines | 118 | 99 | 19 |
| Associated British Foods | 112 | 100 | 12 |
| Nairn's | 72 | 101 | -29 |
| Leathams | 121 | 102 | 19 |
| Petty Wood & Co | 84 | 103 | -19 |
| Proper | 106 | 104 | 2 |
| Lotus Bakeries | 97 | 105 | -8 |
| Tata Beverages | 95 | 106 | -11 |
| Pernod-Ricard | 107 | 107 | 0 |
| Windmill Organics | 111 | 108 | 3 |
| Brown-Forman | 101 | 109 | -8 |
| itsu | 113 | 110 | 3 |
| The Hain Celestial Group | 89 | 111 | -22 |
| Dr Schar | 94 | 112 | -18 |
| Daylesford Organic | 104 | 113 | -9 |
| Armitage Pet Care | 131 | 114 | 17 |
| East End Foods | 108 | 115 | -7 |
| BrewDog | 143 | 116 | 27 |
| Hero | 76 | 117 | -41 |
| Concha y Toro | 124 | 118 | 6 |
| Halewood | 102 | 119 | -17 |
| A G Barr | 117 | 120 | -3 |
| KTC Edibles | 99 | 121 | -22 |
| Symington's | 120 | 122 | -2 |
| MPM | 122 | 123 | -1 |
| Whitworths | 125 | 124 | 1 |
| Swizzels | 137 | 125 | 12 |
| McCormick | 135 | 126 | 9 |
| Surya Foods | 123 | 127 | -4 |
| Perfetti Van Melle | 129 | 128 | 1 |
| Weleda | 130 | 129 | 1 |
| Baxters Food Group | 139 | 130 | 9 |
| Lavazza | 126 | 131 | -5 |
| John West | 133 | 132 | 1 |
| Baylis and Harding | 114 | 133 | -19 |
| Smithfield Foods | 127 | 134 | -7 |
| Revlon | 96 | 135 | -39 |
| Grace Foods | 134 | 136 | -2 |
| Childs Farm | 138 | 137 | 1 |
| Vitabiotics | 145 | 138 | 7 |
| Seven Seas Health Care | 128 | 139 | -11 |
| HiPP | 144 | 140 | 4 |
| Fever Tree | 141 | 141 | 0 |
| Ella's Kitchen | 140 | 142 | -2 |
| Lily's Kitchen | 136 | 143 | -7 |
| Piccolo Foods | 142 | 144 | -2 |
| Perrigo | 132 | 145 | -13 |
| The Bart Ingredients Company | 146 | 146 | 0 |
| Harvey Nichols | 147 | 147 | 0 |
| Petface | 148 | 148 | 0 |
| LF Beauty | 149 | 149 | 0 |
| Rajah Spices | 150 | 150 | 0 |
Alphabetical listing
| Manufacturer | Jan '24 Review Rank | Jul '24 Review Rank | Change |
| A G Barr | 117 | 120 | -3 |
| AB InBev | 88 | 75 | 13 |
| AB World Foods | 110 | 83 | 27 |
| Accolade Wines | 105 | 9 | 96 |
| Allied Bakeries | 8 | 14 | -6 |
| Alpro | 36 | 49 | -13 |
| Arla Foods | 3 | 25 | -22 |
| Armitage Pet Care | 131 | 114 | 17 |
| Asahi UK | 10 | 28 | -18 |
| Associated British Foods | 112 | 100 | 12 |
| Australian Vintage | 55 | 43 | 12 |
| Bacardi | 75 | 15 | 60 |
| Baxters Food Group | 139 | 130 | 9 |
| Bayer Healthcare | 81 | 86 | -5 |
| Baylis and Harding | 114 | 133 | -19 |
| Beiersdorf | 60 | 64 | -4 |
| Belazu | 53 | 94 | -41 |
| Belvoir Fruit Farms | 67 | 97 | -30 |
| Bettys & Taylors Of Harrogate | 5 | 5 | 0 |
| Bighams | 29 | 50 | -21 |
| Biotiful Dairy | 19 | 44 | -25 |
| Bonne Maman | 27 | 53 | -26 |
| BrewDog | 143 | 116 | 27 |
| Brindisa | 31 | 32 | -1 |
| Britvic | 93 | 80 | 13 |
| Brown-Forman | 101 | 109 | -8 |
| Butcher's Pet Care | 26 | 48 | -22 |
| Childs Farm | 138 | 137 | 1 |
| Church and Dwight | 41 | 13 | 28 |
| Cofresh Snack Foods | 47 | 55 | -8 |
| Colgate | 9 | 6 | 3 |
| Concha y Toro | 124 | 118 | 6 |
| Coty | 39 | 47 | -8 |
| Cranswick | 83 | 87 | -4 |
| Crosta & Mollica | 23 | 38 | -15 |
| Danone | 28 | 40 | -12 |
| Daylesford Organic | 104 | 113 | -9 |
| Diageo | 91 | 72 | 19 |
| Dr Schar | 94 | 112 | -18 |
| Dr. Oetker | 64 | 84 | -20 |
| E & J Gallo | 79 | 74 | 5 |
| East End Foods | 108 | 115 | -7 |
| Ecover | 54 | 57 | -3 |
| Ella's Kitchen | 140 | 142 | -2 |
| Essity | 22 | 8 | 14 |
| Ferrero U.K. | 68 | 76 | -8 |
| Fever Tree | 141 | 141 | 0 |
| Fox's Biscuits | 43 | 37 | 6 |
| Fresh Marketing | 115 | 54 | 61 |
| General Mills | 56 | 52 | 4 |
| GlaxoSmithKline | 77 | 77 | 0 |
| Grace Foods | 134 | 136 | -2 |
| Graze | 103 | 59 | 44 |
| Gruppo Campari | 92 | 33 | 59 |
| Gu | 119 | 81 | 38 |
| Halewood | 102 | 119 | -17 |
| Harvey Nichols | 147 | 147 | 0 |
| Heineken | 57 | 61 | -4 |
| Heinz | 49 | 20 | 29 |
| Henkel | 61 | 45 | 16 |
| Hero | 76 | 117 | -41 |
| Higgidy | 109 | 98 | 11 |
| HiPP | 144 | 140 | 4 |
| Hovis | 17 | 17 | 0 |
| INEOS | 40 | 96 | -56 |
| itsu | 113 | 110 | 3 |
| Jacobs Douwe Egberts | 34 | 24 | 10 |
| John West | 133 | 132 | 1 |
| Johnson & Johnson | 25 | 10 | 15 |
| Kerry Foods | 85 | 78 | 7 |
| KP Snacks | 7 | 3 | 4 |
| KTC Edibles | 99 | 121 | -22 |
| L'Oreal | 62 | 93 | -31 |
| Lactalis McLelland | 1 | 1 | 0 |
| Lavazza | 126 | 131 | -5 |
| Leathams | 121 | 102 | 19 |
| LF Beauty | 149 | 149 | 0 |
| Lily's Kitchen | 136 | 143 | -7 |
| Lindt & Sprungli | 18 | 21 | -3 |
| LNCD | 52 | 60 | -8 |
| Lotus Bakeries | 97 | 105 | -8 |
| Marlow Foods | 70 | 70 | 0 |
| Mars Food | 33 | 34 | -1 |
| Mars Petcare | 48 | 11 | 37 |
| McCain Foods | 4 | 22 | -18 |
| McCormick | 135 | 126 | 9 |
| Method | 73 | 73 | 0 |
| Mizkan | 30 | 7 | 23 |
| Molson Coors | 71 | 31 | 40 |
| Mondelez | 58 | 82 | -24 |
| MPM | 122 | 123 | -1 |
| Muller Dairy | 2 | 2 | 0 |
| Nairn's | 72 | 101 | -29 |
| Natoora | 38 | 42 | -4 |
| Nestle | 44 | 39 | 5 |
| Nestle Waters | 24 | 16 | 8 |
| Newell Brands | 116 | 92 | 24 |
| Nomad Foods Europe | 35 | 30 | 5 |
| Off Piste Wines | 118 | 99 | 19 |
| PepsiCo | 65 | 51 | 14 |
| Perfetti Van Melle | 129 | 128 | 1 |
| Pernod-Ricard | 107 | 107 | 0 |
| Perrigo | 132 | 145 | -13 |
| Petface | 148 | 148 | 0 |
| Pets Choice | 51 | 88 | -37 |
| Petty Wood & Co | 84 | 103 | -19 |
| Picard | 15 | 19 | -4 |
| Piccolo Foods | 142 | 144 | -2 |
| Pilgrim's Food Masters | 14 | 23 | -9 |
| Pizza Express | 69 | 69 | 0 |
| Pladis | 6 | 4 | 2 |
| Premier Foods | 21 | 26 | -5 |
| Princes | 86 | 90 | -4 |
| Procordia Food | 45 | 35 | 10 |
| Procter & Gamble | 42 | 46 | -4 |
| Proper | 106 | 104 | 2 |
| PZ Cussons | 100 | 85 | 15 |
| Rajah Spices | 150 | 150 | 0 |
| Reckitt | 87 | 67 | 20 |
| Revlon | 96 | 135 | -39 |
| Saputo | 13 | 27 | -14 |
| SC Johnson | 50 | 71 | -21 |
| Seven Seas Health Care | 128 | 139 | -11 |
| SHS Drinks | 98 | 91 | 7 |
| Smithfield Foods | 127 | 134 | -7 |
| Spectrum Brands | 32 | 68 | -36 |
| Surya Foods | 123 | 127 | -4 |
| Swizzels | 137 | 125 | 12 |
| Symington's | 120 | 122 | -2 |
| Tata Beverages | 95 | 106 | -11 |
| The Bart Ingredients Company | 146 | 146 | 0 |
| The Hain Celestial Group | 89 | 111 | -22 |
| The Organic Family | 46 | 58 | -12 |
| The Spice Tailor | 11 | 12 | -1 |
| The Suntory Group | 80 | 63 | 17 |
| Tilda | 66 | 79 | -13 |
| Treasury Wine Estates | 78 | 89 | -11 |
| Tropicana | 74 | 56 | 18 |
| Unilever | 37 | 29 | 8 |
| Upfield | 12 | 36 | -24 |
| Vitabiotics | 145 | 138 | 7 |
| Warburtons | 20 | 18 | 2 |
| Weetabix | 59 | 66 | -7 |
| Weleda | 130 | 129 | 1 |
| Whitworths | 125 | 124 | 1 |
| William Grant and Sons | 82 | 62 | 20 |
| Windmill Organics | 111 | 108 | 3 |
| Winterbotham Darby & Co | 90 | 65 | 25 |
| Yeo Valley Farms | 16 | 41 | -25 |
| Young's | 63 | 95 | -32 |
Need to up your game?
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