“Breakthrough Innovation companies achieve uncommon results because of their ability to pursue, shape, develop, and activate insights that deliver what consumers demand,” says Taddy Hall, Senior Vice President, Nielsen. “These winners challenged convention and triumphed by expanding or transforming categories. It is through their unencumbered, demand-driven development that Breakthrough Winners create visible separation from the pack.”
- Distinctiveness – Does it deliver a new value proposition to the market?
- Relevance – Did this product generate year-one US sales of $50 million or greater in Nielsen-measured channels (Food, Drug, Convenience, Dollar, Club, and Mass Merchandise)?
- Endurance – Will this product achieve at least 90% of Year One sales in Year Two? This measure confirms a sustained level of consumer demand while allowing for some revenue consolidation during the transition from trial to repeat.
Nielsen, a leading global provider of information and insights into what consumers watch and buy, announces the fourteen Breakthrough Innovation Winners for 2013:
· Allegra Allergy
· Colgate Optic White
· Dannon Oikos Greek Yogurt
· Downy UNSTOPABLES In Wash Scent Booster
· Fiber One 90 Calorie Brownies
· Magnum Ice Cream
· Milo’s Kitchen Home-Style Dog Treats
· MiO Liquid Water Enhancer
· Monster Rehab
· Velveeta Cheesy Skillets
· Reese's Minis
· Skinny Cow Candy
· Sparkling ICE
· Special K Cracker Chips
The winners will be presented with their award at Nielsen’s Consumer 360 event in Phoenix, Arizona, on June 4. “What’s fascinating about this year’s Breakthrough Innovation Award winners is their diversity,” says Rob Wengel, Senior Vice President, Innovation, Nielsen. ”No matter the industry or category, Breakthrough Innovation is possible where there is a vision for innovation, pervasive leadership to drive support, and alignment throughout the organization to make it happen.“
This is the second year that Nielsen has presented the award. Nielsen conducted an extended analysis of more than 3400 new consumer product introductions in the US during 2011 to determine which products demonstrated truly breakthrough results. To earn the title of Breakthrough Innovation Winner, a product needed to satisfy three requirements: