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Pampers Cruisers Lead New Product Pacesetters

CHICAGO — Pampers Cruisers/Swaddlers with Dry Max brought in the most revenue of any new product in 2011 with $296 million in year-one sales across food, drug and mass channels excluding Wal-Mart, according to SymphonyIRI Group, making it one of the top five new product introductions of all time. P.F. Chang’s Home Menu was the top-selling food or beverage with $101.6 million in sales.

Of 1,500 new products and brand extensions introduced last year, 198 reached Pacesetter status or sales above $7.5 million one year after distribution hit 30%. Only three products surpassed $100 million including Gillette Fusion ProGlide with $169.4 million in revenue.

Consumers are gravitating towards restaurant-inspired dishes, caffeinated beverage innovations and more natural ingredients, noted Susan Viamari, editor of SymphonyIRI’s Times & Trends report during the New Product Pacesetter webinar Tuesday. “We can clearly see consumers quest for dining excitement has been driving food and beverage innovation,” she said.

The top 10 food and beverages brands are P.F. Chang’s Home Menu with $101.6 million in revenue; Thomas’ Bagel Thins, $73.6 million; Oscar Mayer Selects, $69.2 million; Folgers Gourmet Selections K-Cups, $58.4 million; M&Ms Pretzel, $58.4 million; Sun Drop, $55.8 million; Kellogg’s Special K Cracker Chips, $50.6 million; Lean Cuisine Market Creations, $48.6 million; Gold Peak Chilled Tea, $44.3 million; and Baileys Coffee Creamer, $44.2 million.

On the nonfood side, New Product Pacesetters are “making lives easier and more enjoyable whether with a drier baby, a perfect shave or salon quality manicures at home,” said Larry Levin, executive vice president, consumer insights for SymphonyIRI.

They include Pampers Cruisers/Swaddlers with Dry Max with $296 million in revenue; Gillette Fusion Pro Glide, $169.4 million; U by Kotex, $74.6 million; Schick Hydro, $64.5 million; Maybelline Volum’ Express Falsies, $46.5 million; Nicorette Lozenge, $45.2 million; Sally Hansen Salon Effects, $41.8 million; Tide Plus Febreze Freshness, $37.9 million; Ensure with Revigor, $37.5 million; and Maybelline Fit Me, $36.2 million

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