Campbell's Reduced Sodium Soup tops pacesetter list

by FoodBusinessNews.net Staff
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CHICAGO — Information Resources, Inc. has announced its New Product Pacesetters for 2006-2007 with Campbell’s Reduced Sodium Soup and Bird’s Eye Steamfresh Frozen Vegetables topping the list.

"These brands are case studies in how to surpass abysmally low new product success rates in the C.P.G. marketplace where less than 5% of new brands reach $50 million in year one sales," said Anne Berlack, executive vice-president, I.R.I. 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."

The list of the top 10 new food and beverage brands with total year one sales in channels excluding Wal-Mart is as follows:

1. Campbell’s Reduced Sodium Soup ($101 million)

2. Bird’s Eye Steamfresh Frozen Vegetables ($87 million)

3. Vault/Vault Zero Regular/Diet Soft Drinks ($70 million)

4. Gatorade A.M. Sports Drinks ($70 million)

5. General Mills Fiber One Chewy Bars ($64 million)

6. Heineken Premium Light Large Beer ($63 million)

7. Dannon DanActive Probiotic Dairy Drinks ($63 million)

8. Sara Lee Heart Healthy & Delicious Breads ($63 million)

9. Dannon Activia Light Yogurt ($62 million)

10. Jazz Diet Pepsi ($56 million)

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

Kraft Foods’ South Beach multi-category line, Dreyer’s/Edy’s slow-churned ice cream, Breyer’s double-churned ice cream, Dannon Activia yogurt with probiotics and Coke Zero were the top 5 new food and beverage brands introduced in 2005 and 2006 according to I.R.I.

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