mySupermarket Insights is proud to announce the launch of its annual awards
for the leading challenger brands. Each winner is presented with a "Golden Trolley"
to help promote their brand as one of the
fastest-growing new brands in the
UK FMCG market.
The awards are presented to brands that have launched into a new category in
the past 2 years, and have grown their market share during that time significantly.
The market share figures are based on the shopper trends of consumers buying
their groceries online through
mySupermarket.co.uk at Tesco, Asda, Sainsbury's
and Ocado.
Innocent has catapulted into fourth place
in the vegetarian food category with the launch
of their Innocent Veg Pots this year.
The Skinny Cow has become the 9th
best-selling brand in the instant drinks category
after launching into this category following its
success in the ice cream category.
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The Happy Egg Company is the most successful grocery brand launched in 2009,
with the free-range brand gaining a 5.4% strong-hold of the supermarket eggs market and
taking position as the second largest eggs brand in the UK.
While the Happy Egg Company has been the best-performing new grocery brand in terms
of supermarket online sales overall in 2009, other more established brands have also had
instant hits with their launch into new categories this year.
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Of the grocery brands that launched pre-2009, The Natural Confectionery Company has
gained the largest market share over the past 12 months, jumping from 15th to 6th place in
terms of share of the sweets market.
This Australian brand's well-timed launch into the UK has leveraged British consumers'
growing awareness of artificial flavours and colourings to become many families' sweet of
choice in 2009.
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