IRI Announces the Most Successful New Brands of 2007

The most successful new consumer packaged goods (CPG) brands were
revealed today by Information Resources, Inc (IRI), the leading global
provider of consumer, shopper, and market insights for CPG, retail, and
healthcare industries, at the 2008 IRI Reinventing CPG & Retail Summit.
The highly anticipated New Product Pacesetters report, now in its
thirteenth year, showcases brands that beat the new product odds to
drive growth through innovation.

These brands are case studies in how to
surpass abysmally low new product success rates in the CPG marketplace,
where less than 5 percent of new brands reach $50 million in year one
sales, said Anne Berlack, executive vice
president, IRI Business and Consumer Insights. The
New Product Pacesetters report highlights not only the brands that won
over consumers, but also what distinguishes them from the thousands of
other products available on store shelves today.

Top 10 Food and Beverage Brands

While taste, variety, and convenience continue to be important to
consumers, health and wellness reign supreme. This years
winners offer high-demand nutrition, weight management, and disease
management solutions. Their success points to a fundamental shift in
consumers perceptions of foodnot
only a source of enjoyment and satisfaction, but a health solution with
the potential to deliver very specific benefits, such as low sodium to
manage high blood pressure, probiotics to boost immunity, and whole
grains for a healthy heart.


2006-2007 New Product Pacesetters: Top 10 Food & Beverage
Brands (Mil $)

(Total Year One Dollar Sales across Food, Drug, Mass Channels,
excluding Wal-Mart)
Campbell’s Reduced Sodium Soup $101
Bird’s Eye Steamfresh Frozen Vegetables $87
Vault/Vault Zero Regular/Diet Soft Drinks $70
Gatorade A.M. Sports Drinks $70
General Mills Fiber One Chewy Bars $64

Heineken Premium Light Lager Beer

Dannon DanActive Probiotic Dairy Drinks $63

Sara Lee Hearty and Delicious Breads

Dannon Activia Light Yogurt $62
Jazz Diet Pepsi $56

Source: IRI New Product Profiler(TM)

During the next year, demand will explode
for functional food and beverages that deliver health benefits beyond
basic nutrition, added Berlack. Retailers
and manufacturers that marry functional benefits with effective consumer
education, as Dannon did this year with DanActive immunity-boosting
beverages, will win big.

Top 10 Non-Food Brands

The most successful new non-food brands raised the bar on performance
and delivered unique new experiences. From a more comfortable fit with
Huggies Supreme Natural Fit diapers to professional-power oral care from
Crest Pro Health, Pacesetters set new consumer expectations. There was
also a heavy focus this year on creating a more pleasant experience in
everyday chores and personal care with aromatherapy scents in home care
and hair care products as wellness extends beyond food and beverages.


2006-2007 New Product Pacesetters: Top 10 Non-Food Brands (Mil

(Total Year One Dollar Sales across Food, Drug, Mass Channels,
excluding Wal-Mart)
Huggies Supreme Natural Fit Diapers $171
Herbal Essences Hair Care $154
L’Oreal Vive Pro Hair Care $83
Nexxus Salon Hair Care $76
Sunsilk Hair Care $70
Tide Simple Pleasures Detergent $66
Gain Joyful Expressions Detergent $66
Plan B Female Contraceptives $61
Febreze Noticeables Air Freshener $61
Crest Pro-Health Toothpaste $61

Source: IRI New Product Profiler(TM)

The phenomenal success of these brands in
slow-growth, mature markets prove the power of innovation,
said Berlack. These brands are re-defining
category expectations, making laundry a sensory experience, for
instance, or hair care a highly-targeted solution. Other companies can
benefit from studying these best practice examples to significantly
improve new product success.

About the Report

The IRI New Product Pacesetters report will be featured in the March
issue of IRIs monthly Times & Trends
publication, which will be available to download at
The findings of this report were compiled based on insights from IRI New
Product Profiler, an interactive solution
drawing upon an historical product database that empowers CPG marketers
to analyze the critical success factors of the strongest new product

About Information Resources, Inc.

Information Resources, Inc. (IRI) is the worlds
leading global provider of consumer, shopper, and retail market
intelligence and insights, empowering consumer packaged goods (CPG),
retail, and healthcare companies to grow their business profitably in a
complex marketplace. Driving breakthrough growth in the industries it
serves, the companys portfolio of services,
solutions, and technology enable leading retailers and their suppliers
around the globe to see what they are missing, act faster with greater
confidence, and win at the shelf. Ninety-five percent of the FORTUNE
Global 500 in CPG and retail leverage IRI to power their business. For
more information, visit: