Clean label product launches secure spots in IRI’s ‘Most Successful Brands’ list

By Adi Menayang

- Last updated on GMT

Photo: iStock
Photo: iStock

Related tags New product New product launches Milk Iri

What do the most successful food and beverage brands in 2016 have in common? “Prevention, personalization, and pizzazz,” said Susan Viamari, vice president of Thought Leadership for market analytics firm IRI.

The company recently released its New Product Pacesetters​ ​report, which documents sales numbers of new products that completed their first year in calendar year 2016.

A continuing trend these past few years is how medium and small companies are winning consumer dollars, reflected from how large, legacy companies are either gobbling up​ smaller ones, or setting up venturing arms to nurture them​.

“Thousands of new brands hit retail shelves during 2016, with 80% of the top-ranking brands hailing from small and midsized manufacturers,” ​the company said. Additionally, sales from these small and midsized companies accounted for 64% of sales dollars within this parameter, according to IRI data. 


You can read the full report HERE​.

Clean label, transparency, and prevention

Top performers in the food and beverage categories showed today’s consumer’s penchant to read labels and emphasis on potential health impact. An example is Dean’s DairyPure, which broke IRI New Product Pacesetter’s Year-One Sales record.

Introduced in May 2015, DairyPure was the result of consolidation of regional milk brands. On pack, the milk features a five-point ‘Purity Promise’: No articifial growth hormones, tested for antibiotics, continually quality-tested to ensure purity, only from cows fed a nutritious diet, and cold-shipped fresh.

“DairyPure is currently consumed by 42% of U.S. households and is the leading national white milk brand across IRI’s multi-outlet and convenience store geographies,”​ according to IRI data.

In fact, the top-selling new product launches didn't necessarily have any novel ingredients or belong to trendy categories such as kombucha or gluten-free snacks. The products that made the list's top 10 were repositioned or redesigned familiar classics made to reflect today's consumer demands. Here’s a full list of the top performing food and beverage new product launches:


And in the convenience store:


You can read the full report HERE​.

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