The winners of Product of the Year 2025 have been revealed, as decided by 8,000 UK consumers in the annual survey of product innovation that spotlights the A-list of FMCG and beyond.
Beauty, homeware and pet products have dominated the list this year – with two new categories, ‘Financial Services’ and ‘Garden Lifestyle’ making their debuts as Product of the Year firsts.
Over two decades, Product of the Year has gained a reputation for putting brands and products on the map, by giving them the recognition they deserve. The eye-catching logo has an 81 per cent recognition among shoppers and can be spotted in all major supermarkets and convenience stores nationwide. Commonly regarded as a seal of approval amid a sea of products on shop shelves, it’s a vote of confidence by consumers for consumers. The research has been independently conducted with the world’s leading data and insights company, Kantar. Brands that are fortunate to "walk away" with a coveted trophy also win the right to feature the iconic red Product of the Year logo.
Natural beauty is a recurring theme among this year’s beauty and wellness winners, which included Dove Advanced Care Body Wash range, NIVEA’s Serum-Infused Micellar Water Skin Glow – the UK’s first serum-infused micellar water, and Hawaiian Tropic Hydrating Protection Lotion SPF50 on the market Haircare and grooming winners were Schwarzkopf Oleo Intense (hair colour) and Wilkinson Sword Hydro 5 Razor.
In the Beer corner, Birra Moretti 'Sale Di Mare', inspired by Italy’s coastal regions, won the prize. For RTDs, it was Jack Daniel's & Coca‑Cola, and Strongbow Strawberry – a much-celebrated addition to the fruity ciders range – won in the cider category.
Vegetarians will rejoice that Lurpak Plant Based, ree from palm oil, preservatives, colourings, and other additives, won the ‘Vegetarian’ category. The Walkers Extra Flamin' Hot range, which consists of Doritos, Wotsits Crunchy and Walkers Max, came top in ‘Crisps and Bagged Snacks’, and in the frozen aisle, Birds Eye Crispy Chips came top, combining the crispiness of French fries with the fluffiness of straight-cut chips.
Perfetti Van Melle scored a double victory with Mentos Pure Fresh Gum Duo Packs also Mentos Discovery. The latter is a Perfetti Van Melle category-first this Product of the Year awards season – 14 iconic fruit flavours in one tube make for a tantalising taste experience.
Meanwhile, in soft drinks, three winners came a caffeine kick. Kenco Millicano Cadbury Mocha, a rich and creamy barista-style coffee experience won, alongside Starbucks Protein Drink with Coffee and Starbucks Frappuccino Caramel No Added Sugar.
Pets were no doubt pleased that Felix Doubly Delicious Dry Cat Food was named the Product of the Year winner within the "Cat Food" category and Winalot Friday Suppers in "Dog Food".
“We’re delighted to see so many incredible innovators receive the recognition they deserve,” says Helga Slater, MD, Product of the Year. “From category-firsts to world-firsts, this year’s winners reveal an evolving consumer landscape and what better recognition than that of the voting public – all 8,000 of them!”
Here is the full list of 2025 Product of the Year winners across 39 categories to help your sales with the famous red sticker on the pack:
Bed, Simba St Ives Ottoman Bed, Simba Sleep Ltd
Bedding: Simba Hybrid Pillow, Simba Sleep Ltd
Beer: Birra Moretti 'Sale Di Mare', Heineken
Bladder Weakness: TENA Silhouette Incontinence Underwear, Essity UK Ltd
Body Skincare: Dove Advanced Care Body Wash Range, Unilever
Cat Food: Felix Doubly Delicious Dry Cat Food, Nestlé Purina Petcare
Chewing Gum: Mentos Pure Fresh Gum Duo Packs, Perfetti Van Melle
Chips: Birds Eye Crispy Chips, Birds Eye
Cider: Strongbow Strawberry Cider, Heineken
Coffee: Kenco Millicano Cadbury Mocha, Jacob Douwe Egberts
Crisps & Bagged Snacks: Extra Flamin' Hot Doritos, Walkers Max and Wotsits Crunchy, PepsiCo
Dog Food: Winalot Friday Suppers, Nestlé Purina Petcare
Eco Packaging: The British Crisp Co. Recyclable Paper Crisp Packet, The British Snack Co.
Facial Skincare: NIVEA Serum-Infused Micellar Water Skin Glow, Beiersdorf UK Ltd
Financial Services: Starling Bank Personal Current Account, Starling Bank
Flavoured Milk Drink: Starbucks Frappuccino Caramel No Added Sugar, Arla Foods
Formula Milk: Aptamil Follow On Milk Tabs, Danone UK & Ireland
Frozen: Farmfoods Roasted Sliced Chicken, Farmfoods
Garden Lifestyle: Keter Signature Garden Storage Box, Keter
General Household: Harpic Hygienic & Fresh Stickers, Reckitt
Hair Colour: Schwarzkopf Oleo Intense, Henkel
Home/ DIY, Command: X-Large Picture Hanging Strips, 3M
Household Cleaning: Cillit Bang Expert 100% Limescale Remover, Reckitt
Household Fragrance: Air Wick Essential Mist, Reckitt
Household Paper: Flash Kitchen Roll, Navigator Tissue UK
Laundry Additive: Comfort Scent Booster Elixir, Unilever
Laundry: Persil Wonder Wash Range, Unilever
Male Grooming: Wilkinson Sword Hydro 5 Razor, Edgewell
Mattress: Slumberland Air 6.0 Memory Mattress, Bensons for Beds
Menstrual Care: Always FlexProtect, Procter & Gamble
Nicotine Pouch: VELO Icy Fruits, British American Tobacco
Period Care Underwear: Bodyform Period Pants, Essity UK Ltd
Premixed Spirit: Jack Daniel's & Coca‑Cola, The Coca-Cola Company
Protein Drink: Starbucks Protein Drink with Coffee, Arla Foods
Suncare: Hawaiian Tropic Hydrating Protection Lotion SPF50, Edgewell
Sweets: Mentos Discovery, Perfetti Van Melle
Toilet Tissue: Andrex Ultimate Quilts Vanilla & Sandalwood Fragranced Toilet Tissue, Kimberly-Clark
Vegetarian: Lurpak Plant Based, Arla Foods
Wipes: Wet Ones Be Fresh Antibacterial Wipes, Edgewell