The steady growth and diversification of Nielsen’s Top 25 Breakthrough Innovations mirrors the shifting tides of today’s consumer landscape. Powered by BASES, the product innovation discipline within Nielsen, this year’s analysis reinforces the anthem that today, success comes in many different forms and strategies. 

Breakthrough Innovations in food and beverage categories include CAULIPOWER® from Caulipower LLC; Dave’s Killer Bread bagels, Flower Foods; DEVOUR, The Kraft Heinz Company; and Dunkin’ Donuts® Bottled Iced Coffee, The Coca-Cola Company.

Nielsen innovation data shows that in 2019, a new product was launched to the U.S. marketplace every two minutes. Building on this, over the last three years, brick-and-mortar CPG unit volume has barely wavered above a 1% growth rate year-over-year in the U.S.—a clear indicator that some innovations aren’t earning their keep.  

This year’s Breakthrough Innovation process reviewed close to 45,000 product launches, introduced to the market in 2017. The brands that made the 2019 list reflect a wide range of products and approaches that succeeded in making meaningful connections with consumers, an impressive feat within an increasingly crowded marketplace. Beyond Nielsen’s requirements for products that reflect strong, distinct qualities such as mass potential, longevity, brand incrementality, category distinction and appeal toward a specific consumer target, this year’s list brings the continued evolution of the success criteria.

“Consumers encounter more than 30,000 new products every year, creating a fierce competition to capture the hearts and wallets of consumers,” said Jenny Frazier, SVP of Nielsen BASES. “With this much new news in the marketplace, there’s never been a more important time for manufacturers to find breakthrough success.”


Arm & Hammer™ Clump & Seal Slide
Baby Dove, Unilever
bubly Sparkling Water, Pepsico
Dave’s Killer Bread, Bagels, Flower Foods
DEVOUR, The Kraft Heinz Company
Dunkin’ Donuts® Bottled Iced Coffee, The Coca-Cola Company|
Flonase Sensimist Allergy Relief, GSK Consumer Healthcare
Harry’s, Harry’s Inc.
Herbal Essences, bio:renew, Procter & Gamble
Just Crack an Egg, The Kraft Heinz Company
Just For Men® Control GX®, COMBE, Incorporated
Kinder Joy, Ferrero
Lamb Weston® Grown In Idaho
L’Oréal Paris Voluminous Lash Paradise, L’Oréal Paris
Lay’s Poppables, Frito-Lay North America
Maui Moisture, Johnson & Johnson
Mtn Dew® DEW-S-A, Pepsico
OuiTM by Yoplait®, General Mills
parodontax, GSK Consumer Healthcare
The Red Bull Summer Edition, Red Bull North America
RITZ Crisp & Thins, Mondelēz International
White Claw Hard Seltzer, Mark Anthony Brands Inc.
Xyzal®, Sanofi