FOR decades their names have been at the heart of British life but Cadbury , Heinz and Marks & Spencer have now dropped off the list of our favourite ‘ superbrands ’ . Instead , John Lewis , Lego and Häagen-Dazs are seen as integral parts of the country ’ s fabric . Dyson and Virgin Atlantic are also new entries in the top 20 most popular big brands – an annual survey of 2,500 shoppers by market analysts at the Centre for Brand Analysis . Love lost : Cadbury , Heinz and Marks & Spencer have now dropped off the list of Britain 's top 20 favourite ‘ superbrands ’ , having been replaced by John Lewis , Lego , Virgin Atlantic and Häagen-Dazs . Topping the chart for the second year running is British Airways , followed by Rolex , which was founded in London in 1905 . Cadbury was last year No 11 but does not even feature this year – following a string of controversies since it was taken over by American company Kraft in 2010 . The most recent public backlash came a few weeks ago when it changed the recipe of Creme Eggs and shrank the size of their multipacks . Heinz – famed for its baked beans , tomato ketchup and tinned soups – has also slipped off the list after appearing at No 5 last year . It is not known why the company , which has always been US-owned , is falling out of favour with Britons . What 's not to love : Ice cream brand Häagen-Dazs is new on the top-20 superbrands list . But our increasing curiosity in more exotic flavours and dishes could be one reason . However , the demise of M & S , which was No 18 in 2014 , will be particularly painful for its bosses , especially as rival John Lewis has leapt into the chart at No 6 . Marks & Spencer has endured three difficult years , fuelled by poor sales of its womenswear and teething troubles with its new website . Virgin Atlantic makes its first appearance at No 20 but has some way to go before catching up with winner BA . Just last week , BA ’ s parent company IAG said it expected profits to surge 20 per cent to around £1.6billion this year . The firm ’ s share price hit an all-time high as a result . Stephen Cheliotis , chief executive of the Centre for Brands Analysis , said : ‘ British Airways retaining the No 1 spot is a great example of a much-loved traditional brand that has also refreshed , refocused on innovation and invested to remain attractive and relevant . ‘ It is winning out , while newer innovators , such as Google , go in reverse , as the shine comes off. ’ The internet giant has slipped from No 7 to 18 , while Apple – the richest company in the world and best-known for its computers and mobile phones – is at a relatively lowly 10 . Both have suffered a backlash over accusations they have failed to pay a fair share of their taxes in the UK .
Heinz and Häagen-Dazs no longer on Britain 's favourite brands list . Replaced by John Lewis , Lego , Virgin Atlantic and Marks & Spencer . Cadbury was last year No 11 but does not even feature this year .