Dive Brief:
- Kantar TNS's winners of the food and beverage Product of the Year include Werther's Original Soft Caramels, SimplyNature Organic White Cheddar Puffs, SPLENDA Naturals Sweetener and Broken Clouds Pinot Noir, according to a company release.
- For the past 30 years, the Product of the Year has collected entries from new consumer products launched within the previous year that demonstrate innovation within their industry.
- "This year's winners will have a true advantage over competitors as they are able to utilize the distinctive red Product of the Year logo on packaging and in brand advertising to show shoppers that 40,000 consumers recommend their product against the competition," Product of the Year USA CEO Mike Nolan said.
Dive Insight:
Several of the food and beverage categories that Products of the Year honors reflect the industry health trends that consumers are looking for, even in their dessert products.
Sara Lee Artesano Bakery Bread is made without high fructose corn syrup, artificial colors or flavors. These are important factors as many shoppers in today’s grocery environment move toward fresher foods that are devoid of artificial ingredients.
Many of the winners also capitalized on consumer desire for a product's nostalgia factor, which numerous brands and product segments have have also tapped into to promote cereal, soda and confections.
The top dessert, Inspired by Happiness Cravin’ for Cookies & Cream Layered Cake, is reminiscent of an old-time favorite dessert that consists of sponge cake, cubes of cookies and silky vanilla cream mousse smothered with a dark chocolate ganache and a white chocolate drizzle. Meanwhile, Smirnoff’s Red, White & Berry spirit comes in patriotic colors to remind people of our country’s good times.
A combination of these trends can help cement existing customer loyalty and expand a manufacturer's reach to both younger, health-conscious consumers and parents who are interested in classic items with better-for-you formulations.