A 2 per cent rise was observed in print advertising of F&B sector during 2007 compared to 2004. Tea had the largest slice of the F&B advertising pie on print during 2007. Newspapers and magazines were used in the ratio of 88:12, although F&B advertising was skewed towards women interest magazines. High advertising of F&B was seen on non-metro newspapers. Brooke Bond Lipton India Ltd was the top advertiser in F&B sector, while Amul Profile Probiotic Wellness topped the chart of new brands launched on print.