Campbell's Select Harvest tops I.R.I.'s Pacesetters
March 23, 2010
SAN ANTONIO — Campbell’s Select Harvest and Arnold Select Sandwich Thins were among the most successful new brands of 2009 according to Information Resources, Inc.
I.R.I.’s list of top 10 new product pacesetters for 2009 includes:
1) Campbell’s Select Harvest at $202 million in sales
2) Bud Light Lime at $133 million in sales
3) Arnold Select Sandwich Thins at $87 million
4) Green Giant Valley Fresh Steamers at $85 million
5) Dreyer’s/Edy’s Fun Flavors at $72 million
6) Gatorade Tiger/Focus at $65 million
7) MGD 64 at $53 million
8) Mountain Dew DEWmocracy at $52 million
9) Bush’s Grillin’ Beans at $45 million
10) Kellogg’s FiberPlus Bars at $45 million
“Many consumers feel hesitant about trying new brands during tough economic times,” said Anne Berlack, executive vice-president of I.R.I. Business Insights Practice. “As a result, we’ve seen tremendous growth from brand extensions, bringing to market a new product by leveraging a pre-existing trusted brand. These brand extensions have historically not outsold newly developed brands, but this year they’ve succeeded by providing a fun twist on a traditional product by delivering against consumer values of maintaining high-quality and health-wise meals and snacks that can be enjoyed at home or on the run. Among these products are low-calorie, low-sodium soup and high-fiber whole grain bread.”
The trend of cooking and entertaining at home influenced consumer purchasing decisions, and there has been a special eagerness for fresh and healthy food choices at affordable prices.