Food and drink brands are still cutting through to Gen Alpha in the UK despite tighter restrictions around the advertising of products high in fat, salt or sugar, according to new research from Beano Brain.
The annual Coolest Brands 2026 report, based on responses from 10,000 UK children aged 7–14, finds that food and drink is the biggest sector in the Top 100, accounting for 29% of the list. McDonald’s has climbed two places to number two overall, while KFC ranks 12th, Coca-Cola 13th, Cadbury 14th and Pringles 15th. Haribo enters the Top 25 at number 17, followed by Domino’s Pizza at 20, Nutella at 21 and Oreo at 24.
The Food & Drink sector is about far more than just products alone. Food brands offer familiar rituals, affordable enjoyment and moments of choice and autonomy. Fast-food brands are performing particularly strongly because they combine those qualities with a physical place to be. McDonald’s, KFC, Burger King and Nando’s are familiar family destinations, but they also act as accessible, welcoming third spaces for tweens beginning to spend time independently with friends. Value menus and recognisable formats lower the barrier to entry, while cultural collaborations, collectables and limited-edition products keep the experience feeling current.
McDonald’s rise has been in part driven by its Happy Meal collaborations and World Cup-themed activity. KFC combines the appeal of a more occasional treat with a place for older children and teens to meet, while its Saver menu keeps the occasion within reach. Beyond restaurants, Coca-Cola’s heritage and family rituals, Cadbury’s role in seasonal sharing, and Pringles’ association with movie nights, sleepovers and parties show how enduring brands can remain relevant without relying on a single advertising channel.
Helenor Gilmour, Head of Beano Brain, said: “Food and drink’s performance in this year’s ranking shows that children’s relationships with brands are shaped by much more than advertising alone.
The best-performing brands are woven into everyday life through family routines, shared experiences and familiar moments. Alongside products children enjoy, they often offer affordability, consistency and experiences that feel accessible.
Fast-food brands stand out because children don’t just associate them with food. They also associate them with family outings, treats and opportunities to spend time with friends.
As expectations around food and wellbeing continue to evolve, understanding how these relationships are formed, and the role brands play in children’s lives, will be increasingly important.
Coolest Brands isn’t about endorsing brands, it’s about understanding children. These results help adults see children’s worlds more clearly and understand the experiences that shape their perceptions. The popularity of food and drink brands often reflects the wider experiences children associate with them, from family days out to celebrations, treats and spending time with friends.”
