The brands and products competing for one of convenience retail’s most coveted honours have been revealed ahead of the 37th Asian Trader Awards to be held on 4 November.
The race for product honours at the Asian Trader Awards 2026 is on, with the shortlist bringing together brands vying for recognition across some of the UK convenience sector’s most competitive categories.
From soft drinks to confectionery, next-generation nicotine products and alcohol, this year’s contenders reflect the breadth of brands competing for shoppers’ attention and retailers’ shelf space.
A place on the shortlist recognises products making an impact in a fast-moving market, where changing shopper preferences, new consumption occasions and fierce competition continue to shape the categories.
The Product Awards carry particular significance because the winners are decided by votes from Asian Trader readers and wholesalers supplying the sector. The results therefore give retailers and the wider wholesale trade a direct voice in recognising the brands and products that stand out.
The shortlisted brands will now compete for top honours at the 37th Asian Trader Awards, taking place on Wednesday 4 November at the Park Plaza Westminster Bridge, London.
Asian Trader Awards 2026: Products Awards shortlist
Soft Drink Brand of the Year
- Lucozade Energy Grafruitti Zero Sugar from SB&F UK&I
- Juice Burst Quench from Juice Burst
- Red Bull Summer Edition Citrus Zest from Red Bull
- CELSIUS Sparkling from Celsius Energy
- Dr Pepper Cream Swirl from CCEP
- Irn-Bru Cherry from AG Barr
Confectionery Brand of the Year
- KitKat Milk Chocolate Sharing Bar from Nestlé Confectionery
- Cadbury Dairy Milk Grab & Go from Mondelēz
- Twix Hazelnut from Mars Wrigley
- Mentos Experimentos from Perfetti Van Melle
- Lindt Lindor Pistachio Milk Chocolate Bar from Lindt
Vape and Next Gen Brand of the Year
- Vuse Ultra from BAT
- Blu Sour Berry from Imperial Brands
- Nordic Spirit Frosty Mint Max from JTI
- IQOS ILUMA i One from Philip Morris
- Juul2 Peach Pods from Juul Labs
- Zig Nicotine Pouches from Republic Technologies
Alcohol Brand of the Year
- Out Of Office Wines from VCT
- Cruzcampo from Heineken
- Carling Black Label from Molson Coors
- Asahi Super Dry 0.0% from Asahi
- Smirnoff Crush Blueberry and Pomegranate from Diageo
- Absolut Tabasco from Pernod Ricard