From soaring sales to growing cynicism: how immune-supporting claims are shaping food and drink NPD

Since the pandemic hit, a raft of food and drink products have come onto the market promising to support the immune system. Do they have a long-term future, or risk being seen as a gimmick?

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Vegetarian dogfood brand Noochy Poochy launches with ‘highest protein’ claim

The brand’s name comes from its use of nutritional yeast, also known as nooch

Benecol soft cheese spreads

Benecol moves into soft cheese with ‘guilt-free’ spreadable trio

The health-orientated brand said the NPD would target lunch and snacking occasions


Proper launches into snack bar category with chocolate popcorn duo

The launch marks the first NPD to hit shelves since Proper was snapped up by PE firm Exponent in 2020 and merged with fellow healthier snacking brand Eat Real


Hippeas moves into tortilla chips with chickpea-based quartet

The tortillas are the brand’s first launch outside of the puffed crisp category

The Vegetarian Butcher Patty NPD

Morrisons widens meat-free offer with Vegetarian Butcher and This listings

Both brands have added NPD, including a vegan burger and meat-free bacon

MicrosoftTeams-image (51)

Hooch makes move into spirits with gins and rum

The flamboyant RTD brand has unveiled a trio of 37.5% abv drinks

Taylor's Chip Dry & Tonic Ready to Drink - Lifestyle Rooftop (04)

Taylor’s Port moves into RTDs with Chip Dry & Tonic launch

The launch follows a steep rise in port sales to the UK during lockdown


Cecily’s launches vegan ice cream bites for snacking

The bites are made with coconut milk and contain 84 calories each

Feel Good eco toilet paper

WEPA UK unveils Feel Good sustainable toilet tissue brand

The launch marks the own-label supplier’s first foray into branded goods

Grocer New Own Label Awards

The Grocer’s New Own Label Awards relaunches with focus on innovation

New name, new criteria and new judging methodology puts focus on own-brand response to shoppers’s changing needs

The Savourists

The Savourists doubles snack bar range with ‘mainstream’ duo

Classic Smoky Barbecue and Spicy Chilli Sriracha provide 1.9g of sugar per 40g bar


Jimmy’s adds new sustainable ‘bottlecan’ format as RTD coffee sector soars

The drinks were previously packed in Tetra Pak cartons, which have a ‘bio-cap’ made from plastic

nitro monster

Monster adds ‘Nitro’ energy drink to lineup

It’s the latest in a flurry of NPD from the brand since January

Popcorn Maker Visual (1)

Joe & Seph’s launches Sodastream-style popcorn maker

The machine air pops the corn, rather than frying or microwaving it

Fresh Rose Bag in Box Wine 2.25ltr

Spar adds first bag-in-box wine to own-label range

They will be priced at £14.99 and supported with in-store PoS and digital communication


Heineken launches ‘sustainable’ cider brand Inch’s

Inch’s is made from 100% British apples from within 40 miles of the supplier’s Herefordshire mill

New Range Group Shot March 2021 TRADE

Geary’s Bakery launches raft of Jason’s breads into Asda and Ocado

It has debuted three ‘Breads of the World’ into the Asda’s in-store bakeries

The Bluebeards Revenge

The Bluebeards Revenge adds sustainable Shampoo Bar trio

Three vegan variants are packed in 100% recyclable cardboard


Plant-based plastic-free gum Nuud makes UK retail debut

The brand has rolled into Waitrose stores

KP porcorners

KP fuses crisps and popcorn to create ‘crossover’ Butterkist snacks

The NPD offered “the lightness of popcorn and the crunch of crisps”, said KP