IRI Announces Most Successful New Brands of 2007

CHICAGO — With total year-one dollar sales of $101 million, Campbell’s Reduced Sodium Soup tops Information Resources Inc.’s Most Successful New Brands of 2007 list. Bird’s Eye Steamfresh Frozen Vegetables occupy the No. 2 spot with $87 million in sales, followed Vault/Vault Zero Regular/Diet Soft Drinks and Gatorade A.M. Sports Drinks, both with $70 million in sales across food, drug and mass channels (excluding Wal-Mart). “These brands are case studies in how to surpass abysmally low new-product success rates in the CPG marketplace, where less than 5% of new brands reach $50 million in year-one sales,” said Anne Berlack, executive vice president of business and consumer insights for IRI, in a statement. “The New Product Pacesetters report highlights not only the brands that won over consumers, but also what distinguishes them from the thousands of other products available on store shelves today.”

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