Brands now have an extra two weeks to enter The Grocer New Product Awards 2026, as the deadline moves to 15 June and a new, more rigorous judging method is introduced for household and personal care categories.
Entries remain open for the ultimate celebration of branded innovation across fmcg, recognising the standout launches shaping supermarket shelves. The awards span categories from babyfood and personal care to yoghurts, savoury pastries, potted desserts, alcohol and more.
This year’s competition focuses solely on product launches, with packaging awards removed to put the spotlight on innovation. There are a total of 45 categories, including new additions for world food, table sauces, and squashes & cordials.
Food & drink entries will be assessed by a panel of industry experts, who will score products on taste, smell, texture, innovation and overall quality.
A new judging system for household and personal care
In household & personal care, the awards have been expanded to offer separate recognition for cosmetics, hair products & hairstyling, household, infant care, personal care, petcare and vitamins & supplements for the first time.
This year marks the first time The Grocer has partnered with SAM, the global leader in consumer and sensory product testing, to judge the household and personal care categories.
The process takes place in two stages, beginning with central location tests in which 30 consumers assess each product on the criteria that matter most – from packaging standout and clarity of on‑pack information to aroma, texture, value for money, targeting and overall innovation. Test protocols are tailored to each category to ensure products are evaluated exactly as intended.
Top‑scoring products then move into immersive focus groups, where expert moderators explore consumers’ functional, sensory and emotional reactions in depth. ASMR‑style filming captures “social‑first” appeal, while structured ranking exercises determine the Gold, Silver and Bronze medal winners.
All entrants receive the raw data for their products, offering valuable insight regardless of outcome.
Previous winner Ordo has said winning at last year’s event inspired the brand to “keep pushing boundaries”. “We’re thrilled to have won the Personal Care Award for our Squishmallows x ORDO range. Winning this award is a celebration of our commitment to reimagining what oral care can be – fun, accessible, and effective.
”Being acknowledged by such a respected publication in the FMCG space helps us grow as a brand, build trust within our community, and reinforces our belief that oral care can be both high performing AND fun. Most importantly, it inspires us to keep pushing boundaries and stay focused on our mission: making high-quality oral care accessible to everyone.”
Eligibility
The awards are open to branded grocery products launched or relaunched in the UK between 15 May 2025 and 16 October 2026.
Eligible entries include new products, reformulations, repositioned products targeting new markets or featuring significant repackaging, and new variants, additions or extensions to existing ranges
The new entry deadline is 15 June.
As in previous years, every shortlisted product will receive a gold, silver or bronze medal for bringing excitement and difference to grocery. Winners will be announced at a lunchtime ceremony on 16 October at The Hilton, Park Lane, hosted by editor‑in‑chief Adam Leyland and a celebrity guest.
“The response to this year’s awards has been incredible. By extending the deadline, we’re making sure every standout launch gets the opportunity to shine,” said Leyland.
Award‑winning products will receive a winner’s logo for use in marketing and promotional materials, plus coverage in The Grocer in print and online.
Last year’s gold medal winners ranged from household names to challenger brands, including Mirabeau x Fever‑Tree Rosé Spritz, Itsu Crispy Chilli Oil, The Fruit Factory Apple Sour Strings, Marmite Mac & Cheese and Imperial Leather Ultimate Moisture Foamburst, Cherry Blossom & Almond Oil.
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