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Product of the Year 2025 winners announced

Big wins, new categories, ‘world-first’ innovation

Product of the Year 2025 winners announced

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

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