RN Retailer Choice Awards 2017 – Product Launch of the Year

Often described as the ‘lifeblood of the industry’ this year’s new products reflect major trends and successful products from other markets. Which sold best in your store?

1. Goodness Knows 

Mars’ first major brand launch since Celebrations, Goodness Knows comes in three flavours: Cranberry & Almond, Blueberry & Almond and Apple, Peanut & Almond. The product contains no artificial colours or preservatives and each bar contains 160 calories. Goodness Knows comes with a proven track record of success from the USA and an extensive marketing campaign in the new year will likely mean the success is repeated.

Did you know? A £5m marketing campaign is set to support Goodness Knows during its first year.

 
2. Nutella B-Ready 

Nutella B-Ready is an impulse-focused product with an established international pedigree. Ferrero recommends merchandising next to its best-selling Kinder Bueno bar. Unveiled in September, the launch was supported by a £2.8m multimedia campaign. The arrival of B-Ready to convenience stores came at a good time for Ferrero’s hazelnut spread brand. Sales of the Nutella brand have grown by more than 55% in the past four years.

Did you know? Nutella was developed as solution to the low availability of cocoa in Italy in World War Two.

 
3. Lucozade FitWater 

Launched in a 600ml format this summer, brand owner Lucozade Ribena Suntory brought this enhanced water to the market to meet the demand of the fastest-growing segment in soft drinks, functional waters. The launch was supported by £3m marketing spend. With a commitment to supporting independents and preparing for the sugar tax, the company also invested in helping £1m people get more exercise with its “Made to Move” campaign.

Did you know? Orangina and V Energy are also part of LRS.

 
4. Monster Hydro 

Coca-Cola European Partners launched the low-sugar energy drink in May. It unveiled its vision to help retailers grow energy sales by 25% in the next three years by investing in low-sugar drinks and encouraging shoppers to buy energy drinks with food. With brand blocking a longheld rule of merchandising, CCEP went against the grain and recommended retailers put Monster Hydro next to refreshment energy drinks, such as Lucozade. 

Did you know? Monster Hydro is targeted at men aged 25-40.

5. Cadbury Dairy Milk Oreo Flavours 

Mondelez’s bringing together of Cadbury and US biscuit brand Oreo into a range of tablet bars has proved a popular move with the co-branded range worth more than £20m in the UK. Launched in February, two new bars – Mint and Peanut Butter – were added to Mondelez’s expanded tablets range. The launches were supported by a £3m marketing investment including OOH, PR and digital support. In testing, 89% of consumers said they were likely to purchase one of the three Cadbury Dairy Milk Oreo flavours (mint, peanut butter or standard Oreo.

Did you know? Oreo Choc O Brownies were also launched in 2017.