IRI Ranks Top Product Launches

Campbell's Select Harvest, Bud Light Lime, Quilted Northern Ultra Plush and Tide Total Care are last year's most successful product launches.

March 25, 2010

NEW YORK - Information Resources Inc. (IRI) released its "New Products Pacesetters" benchmark analysis report earlier this week, a listing of last year??s most successful food/beverage and CPG product launches, Marketing Daily reports.

Campbell's Select Harvest, Bud Light Lime, and Arnold Select Sandwich Thins filled out the list??s top three food and beverage launches, while Quilted Northern Ultra Plush, Tide Total Care and Sundown Naturals were the top non-food CPG launches.

The Select Harvest line generated $202 million in sales (excluding Walmart), followed by Bud Light Lime ($133 million) and Arnold Select Sandwich Things ($87 million).

Other top-10 food and beverage launches included (with sales in parentheses) Green Giant Valley Fresh Steamers ($85 million), Dreyer's/Edy's Fun Flavors ($72 million), Gatorade Tiger/Focus ($65 million), Miller's MGD 64 ($53 million), Mountain Dew DEWmocracy ($52 million), Bush's Grillin' Beans ($45 million) and Kellogg's FiberPlus Bars ($45 million).

Many of the top food and drink products reflect the trend of cooking and entertaining at home, noted IRI, while brand extensions leveraged existing consumer trust, a safe business decision, especially during difficult economic times. Indeed, more than 90% of food and beverage as well as non-food launches were extension, IRI reports.

"[The year's top-performing new food and beverage products succeeded by] "providing a fun twist on a traditional product and/or by delivering against consumer values of maintaining high-quality and health-wise meals and snacks that can be enjoyed at home or on the run," said IRI Business Insights Practice Exective Vice President Anne Berlack.

The top non-food launches in order of sales volume were Quilted Northern Ultra Plush ($135 million), Tide Total Care ($79 million), Sundown Naturals ($57 million), Gillette Venus Embrace ($51 million), Smooth Away ($51 million), PediPaws ($50 million), Bounty ExtraSoft ($49 million), Always Infinity ($46 million), Secret Flawless ($41 million) and K-Y Yours + Mine ($35 million).

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