The annual list, released in no particular order, “examines and celebrates what it takes to achieve consumer and retail success today” through what is considered the ‘gold standard’ for modern product innovation.
Nielsen reported that it reviewed close to 3,500 CPGs for the 25-slot list this year, widening its criteria qualities beyond distinctiveness, relevance and endurance. They also searched for diverse products with mass potential, longevity, brand incrementality, category distinction and appeal toward a specific consumer target.
Jenny Frazier, SVP of Nielsen Bases, said, “In today’s climate, the marketplace is more crowded than ever, so the pressure to innovate is immense.
“This year, Nielsen Bases is awarding success across all the ways we know companies create it—these 25 launches represent the best of a variety of successful strategies all companies employ. They have broken through the noise, allowing them to utilize innovation as a means to feed customer demand and desire.”
Innovation at its finest
Products that made the cut spanned a wide range of CPGs, including food, drink, home and personal care. The dairy sector is represented by popular light ice cream brand Halo Top and low-sugar yogurt Siggi’s.
Halo Top has found success by breaking out of the niche ‘diet dessert’ category and into the mainstream. Its pints can contain as few as one-quarter of the calories when compared to leading ice cream brands. It also produces a non-dairy line.
Siggi’s sells skyr, a thick, creamy, high-protein yogurt that originated in Iceland. The company was founded by an Icelandic ex-pat who who wanted to bring his native yogurt to the US. Siggi’s markets as low-sugar with nothing artificial. This year it launched a No Added Sugar line and a Simple Sides line, which includes mix-ins.
Siggi Hilmarsson, founder of Siggi's, said, "It's humbling to be recognized as one of Nielsen's Top 25 Breakthrough Innovations. When I started the company, my mission was pretty simple - to bring a high quality, lower sugar yogurt to the US.”
“I never imagined how much our brand promise would resonate with people. All of us at Siggi's are very proud of this award and we will continue to work hard to deliver 'simple ingredients, not a lot of sugar yogurt' to our consumers."
Nielsen chose its list to highlight the different forms and strategies that success can come in with products that ‘cut through’ crowded industries to stand apart.
“Each possessed the ability to capitalize on research or smart insights—in some cases, it was both. And because of it, the consumer landscape is more alluring, dynamic, and above all, represents innovation at its finest,” Nielsen said.