>>A monthly look at the most promising newcomers in key grocery categories

Product: PG DCaf
Company: Unilever Bestfoods
Launch date: July 2004

Launched in July last year, PG DCaf is rolling out to 52% of all possible outlets, but there is still room for improvement as the proportion of ACNielsen’s consumer panel who have tried the product is small at just under 1%. And only 16% of those have gone back for more.

In addition to PG DCaf, Tetley Plus, Typhoo’s Fruit & Herb range and Douwe Egberts’ Senseo coffee range are also gaining ground.

Nearly 1.5% of ACNielsen’s consumer panel have tried the product, with 25% of those returning for a second purchase.

Another notable debutant last year was the Typhoo Fruit & Herb range, which hit shelves in May. In less than a year, the collection has achieved 39% distribution. Nearly 3% of ACNielsen’s consumer panel have tried the product, with an impressive 39% of those liking the product enough to buy it again.

Meanwhile, Douwe Egberts’ coffee pod, used in its collaboration with Philips to produce the in-home Senseo coffee machine, had clocked up 38% retail distribution by the end of 2004.