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Best Selling New Products

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IRI released its annual list of New Product Pacesetters yesterday. In order to be considered for the list products must have earned at least $7.5 million in year one sales and have over 30% national distribution.

The number one new food or beverage product in 2009 was Campbell's Select Harvest with a whopping $202 million in food, drug and mass sales (excluding Wal-Mart), followed by Bud Light Lime, with an impressive $133 million in first year revenue. Not too shabby, especially considering that over the past 15 years 70% to 80% of new products never saw $7.5 million in sales, according to Anne Berlack of IRI. This year the field of qualifiers was even smaller with only about 12% meeting the sales criteria.

Also on the list of top new foods and beverages is Arnold Select Sandwich Thins with $87 million in sales. The bread alternative contains 100 calories per serving. It's followed by Green Giant Valley Fresh Steamers ($85 million), Dreyer's/Edy's Fun Flavors ($72 million) and a product discontinued 14 months after its release: Gatorade Tiger/Focus ($65 million). MGD 64 ($53 million), Mountain Dew Dewmocracy ($52 million), Bush's Grillin' Beans ($45 million) and Kellogg's FiberPlus Bars ($45 million) are also on the list.

The product's marketers should be commended for achieving impressive results during a time of scaled back spending. But none did as well as the top new seller in the c-store channel. Camel Crush took the top spot with $374 million in first-year sales.

The customizable cigarettes have a special menthol capsule within the filter, that when crushed, turns a regular cigarette into a menthol cigarette.

Contributors

David Orgel

David Orgel is executive director, content & user engagement, of Supermarket News (SN) and its website, SupermarketNews.com. Orgel delivers his opinions on industry trends through a bi-weekly...

Jon Springer

Jon Springer has been writing about food, food retailers and food retailing for more than 10 years, and is in his second tour of duty with Supermarket News. His prior experience includes covering the...
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