New industry figures reveal that life's little luxuries are soaring up the annual list of Britain's top 100 grocery brands.
Overall, the top-selling makes of food are unchanged - led by Coke, baker Warburtons, Walkers Crisps, Hovis and Cadbury Dairy Milk.
But the biggest increase in sales in 2010 came from Cadbury's biscuits, up a staggering 32 per cent year on year.
They were followed by Doritos potato chip, up 20.7 per cent, and Haribo sweets, up 20.3 per cent. And close behind were double-digit rises for luxury chocolate brands Thorntons and Magnum ice cream.
Only a few brands of household products made the list of the top 20 risers - compiled for industry bible The Grocer.
But among those who cleaned up last year were Surf, Lenor and Fairy Liquid.
Scottish milk producers Robert Wiseman also leapt onto the table.
A spokesman for The Grocer said: "Sales keep growing as shoppers continue to reach for chocolate to shake off the economic blues."
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