American cereal maker Kellogg's has been named as Britain's biggest grocery brand in terms of sales so far this year.
According to a new survey from market analyst TNS, the Michigan-based firm has experienced sales of £550 million in 2007.
The four per cent rise in sales saw Kellogg's beat familiar UK brands Heinz and Walkers into second and third place overall, while Cadbury and Birds Eye complete the top five.
Edward Garner, research director at TNS Worldpanel, said that today's results show that grocery companies are catching on to British consumers' healthier eating habits.
"Healthy eating seems to finally be lodged firmly in the minds of Britain's consumers, but we are still loath to forgo the foods we love," he commented.
"Brands that have adapted to this and created healthier ranges have enjoyed a significant increase in sales."
But the research also revealed that alcohol brands had experienced strong growth, with Fosters, Gallo wines, Carling and Stella all enjoying a rise in sales.
Mr Garner explained: "While we are striving for healthier lifestyles, we still adopt a credit/debit attitude by seeking rewards, such as alcohol, to congratulate ourselves for healthy living in other areas."
TNS Worldpanel top ten UK grocery brands (2007 sales)
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