Top new Innovation brand launches of 2018

Based on take home sales to 30th December 2018

% Sales % Sales
Product Sales Brand Sales in £m Product incremental to incremental to
rank first seen manufacturer category rank
rank

1 Persil Powercaps £26.3m 28/01/18 7 8

2 Cushelle Quilted £25.6m 28/01/18 3 4

3 Bold 3in1 £23.0m 25/02/18 6 10

Comfort Perfume
4 Deluxe
£14.1m 28/01/18 8 7

Lurpak Softest
5 Spreadable
£12.9m 17/06/18 10 9

Nestlé Extrême
6 Filled Cone
£12.8m 25/02/18 2 2

Elvive Dream
7 Lengths
£12.1m 25/02/18 5 3

8 Halo Top £11.7m 28/01/18 1 1

9 Maltesers Buttons £10.9m 17/06/18 4 5

Walkers Max
10 Strong Crisps
£10.1m 28/01/18 9 6

Kantar Worldpanel’s latest FMCG product ranking lists the ten best-selling lines based on total sales in 2018. This is based on value sales in Britain for the 52 weeks up to 30 December 2018.
It refers to take-home grocery sales and does not include products bought and consumed out of the home. Products must be widely available brands and considered genuinely new to make
the ranking and not simply be a rebrand or new variant of an existing product. Analysis by our Expert Solutions team tracks individual household purchasing before, during and after buying the
innovation, enabling us to calculate the proportion of sales that are incremental to both the manufacturer portfolio and the category.
© 2019. Kantar Worldpanel