Parent company ABF, which also owns the Twinings, Ovaltine, Ryvita and Jordans brands, said overall revenue rose 10%, despite problems in its groceries unit.
Nigel Hollis, a former consumer goods marketer who is now chief global analyst at research agency Millward Brown, says nonconscious indentification may work well for simple, everyday purchases such as a box of Twinings tea, but bigger, more expensive purchases, such as a new car, are likely to involve much more complex decision making.