Drylock's NPD loved by parents and supermarkets wins Grocer Gold 2026

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Drylock Technologies NV

Winner: Drylock Technologies

Drylock is a behind-the-scenes success story. Over the past decade, it’s been a driving force behind the development of high performance own-label hygiene products on supermarket shelves. And last year the Belgian brand reached a pivotal moment in its UK growth trajectory: Drylock became the largest retail brand supplier across its three core areas - Babycare, feminine care and incontinence – racking up UK sales of €167m in the process.

Based in Belgium, and founded in 2011 by Bart van Malderen Drylock has taken a fresh approach to an established category, bringing new energy, more innovation and a greater focus on sustainability.

Innovation such as patented absorbent channel technology, Flash Dry technology and superior softness technologies – all of which help retailer lines to compete with the performance of leading brands, has been noticed and appreciated by customers: last year alone, Drylock products scooped 27 Loved By Parents awards.

Drylock has also expanded the use of paper packaging in UK hygiene categories, uses 100% renewable electricity in its manufacturing, and has cut 3,000 tonnes of CO2 emissions – and taken 4,400 trucks off the roads – with its Drylock freight train.

This important work is all underpinned by a commitment to delivering “brilliant basics” to its retail customers. Having brought its expertise to the UK market in 2017, Drylock is focused on offering great service as well as category expertise, and from its dedicated St Albans HQ, teams work closely with retail partners through weekly touchpoints and regular category reviews, ensuring its relationships are strategic rather than transactional. As CEO, van Malderen also takes a visible, hands-on approach to the UK, regularly meeting customers and engaging with the team.

These efforts have resulted in impressive growth. Since arriving in the UK in 2017, sales in the country have shot up from €1.36m to €167m, representing a CAGR of 82%. It now sells 1.5 billion units annually, but Drylock continues to grow at an impressive rate across its core customers. Sales have risen by 20% at Tesco and 10% at Sainsbury’s over the past year.

Judges commended Drylock for its “great category knowledge and innovation”, which had driven “very strong” results. “These innovations enable retailers to deliver affordable, high-performing hygiene products that offer true value for shoppers,” our panel said.