CHICAGO — Similac’s 360 Total Care infant formula has claimed the top spot among Circana’s 2024 New Product Pacesetters. The annual report highlights the 100 top-selling food and beverage products that ended their first full year with multi-outlet distribution fixed at higher than 30% in 2023.

“The latest Pacesetters align with consumers’ desires for new experiences and product formats, new levels of convenience, trusted solutions for baby and pet and products that deliver superior performance,” said Lisa Maas, principal and practice lead, Innovation, Circana.

The Similac product, manufactured by parent company Abbot Nutrition, generated approximately $250 million in sales during 2023 and single-handedly propelled baby foods back into the top five categories for food and beverage Pacesetters (ranked No. 2 with the baby food Pacesetters category generating $299 million in sales). Circana noted products marketed with added health and nutrition benefits performed especially well, such as “immune nourishing” prebiotics and digestive support in Similac’s formula.

Carbonated, sport and energy beverages continued to perform well and comprised the No. 1 food and beverage Pacesetters category. The drinks garnered $936 million in sales, which accounts for roughly 27% of all dollar sales among Pacesetters. The category was led by PrimeI Hydration’s flagship sports beverage (Circana’s No. 2 food and beverage Pacesetter) with $244.9 million in sales. Lemon lime soda Starry from PepsiCo, Inc. ranked third in the food and beverage Pacesetters and second among beverages, generating $167.7 million in sales.

“Prime Hydration …  initiated the buzz that catapulted the brand to Pacesetter status,” Circana said. “The young fan base of founders and boxers Logan Paul and KSI took to Prime, turning the product into middle school social currency and a hot topic on social media.”