Fresh produce is the fastest growing category in this year’s TNS Worldpanel’s Biggest Brands survey - tying with confectionery.

The analysis, which tracks take-home grocery brand sales, highlighted the balance between health and reward.

Kelloggs was this year’s biggest brand with sales of up to £535 million, ahead of Heinz, Cadbury confectionery, Walkers crisps and Birds Eye.

Edward Garner, research director at TNS Worldpanel, said: “We have adopted a credit-debit approach to the way we eat and drink. The healthy-eating messages are getting through and we are choosing more wholesome foods, but feel the need to then reward our good behaviour with a treat, such as a glass of wine or some chocolate.”

The research highlights best marketing practices, as well as consumer trends, according to Craig Smith, editor of Marketing magazine.

He said: “The success of these brands not only comes from consumer trends towards health and premium products, but also their commitment to new product development and innovation.”