Entries are officially open for The Grocer’s New Product Awards 2026 – the ultimate celebration of branded innovation across fmcg.
Showcasing the standout launches shaping supermarket shelves, the awards span every category from babyfood and personal care to yoghurts & potted desserts, alcohol and beyond.
This year, the New Product Awards feature 45 categories, with the food & drink and household & personal care sectors now judged separately for the first time.
How judging works
Food & drink entries will be assessed by a panel of industry experts and scored on criteria ranging from taste, smell and texture to product innovation.
In household and personal care, entries will go through a two-phase process run by a consumer research company. First, 30 consumers will evaluate each product against criteria including packaging and functionality, on-pack information, appearance and value for money.
Then, top performers will be explored in focus groups, where moderated discussion will uncover functional, sensory and emotional reactions to determine medal rankings. All entrants receive raw data from this phase.
The New Product Awards are open to branded grocery products that have been – or will be – launched or relaunched in the UK between 15 May 2025 and 16 October 2026.
Eligible entries include products that are new to the market, reformulated products, repositioned products that are targeting new markets or have been significantly repackaged, or additions, variants and extensions to existing product lines.
The deadline for entries is 1 June.
Industry recognition
As in last year’s awards, every shortlisted product will be recognised with a gold, silver or bronze medal for bringing excitement and difference to grocery. Winners will be revealed at a spectacular lunchtime ceremony on 16 October at The Hilton, Park Lane in London, hosted by The Grocer editor-in-chief Adam Leyland and a celebrity guest.
Award-winning products will be given a winner’s logo to use in marketing and promotional materials, plus coverage in The Grocer in print and online.
Last year’s gold medals 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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