Aldi Private Brand Wins Best New Product Award

Bentons Cookies

Batavia, Illinois based discount grocer Aldi is a winner in the 2015 Better

Homes and Gardens Best New Product Awards. The grocer’s private brand Benton’s Caramel Coconut Fudge Cookies won in the Baked Goods subcategory of the Food & Beverage category this was the only private brand recognized.

Better Homes and Gardens, in conjunction with research firm BrandSpark International honored consumer products in the categories of Beauty, Food & Beverage, Health & Personal Care, Household and Kids.

Benton 2“With thousands of new items appearing on store shelves each year, The Best New Product Awards help consumers make informed choices by honoring the brands with new innovations consumers liked best,” said Robert Levy, President and CEO of BrandSpark International and Founder of the Best New Product Awards. “For the seventh consecutive year in the U.S., the awards along with the companion BrandSpark/BHG American Shopper Study have unveiled the thoughts and opinions of American shoppers, providing manufacturers with important insights on what Americans are really thinking in store aisles.”

The winning products were determined solely by more than 70,000 consumers who participated in an extensive nationwide survey, conducted by independent marketing research firm BrandSpark International in partnership with Better Homes and Gardens. The 2015 survey had 294 entries and 93 winning products across a range of categories. Better Homes and Gardens will showcase the winners and select insights within its print, broadcast and digital properties.

Consumers can enter the “Best New Product Awards Shopping Spree Sweepstakes” and win $1500 to purchase all 93 winning products. The sweepstakes is live starting January 26th through June 30th. For more information about the Better Homes and Gardens Best New Product Awards winners, visit:

In addition to determining the winning products, the BrandSpark/BHG American Shopper Study uncovers what is on the minds of American shoppers. Some highlights from this year’s survey are:

New Product Interest:  American shoppers are interested in trying innovative new products (78%) and many are open to the idea of paying a premium for quality innovation. 73% of Americans say that they would be willing to pay more for a new product if it is better than the current selection of similar products. In fact, 2 in 3 believe that research and development is constantly leading to better beauty, personal care and health products and 6 in 10 for household products.

Value: 85% feel proud when they get great value for their money, and American shoppers see value in established brands. 73% prefer buying brand name products on sale as opposed to purchasing a private label equivalent.

Food and Health: 83% of Americans believe that there is a lot they can do with food and nutrition to prevent illness, and 53% rely on the nutritional info shown on product packaging to help them eat healthier.

Online Shopping: 89% of Americans shop online. In CPG, beauty leads e-commerce with nearly 1 in 2 shoppers buying beauty products online at least occasionally, compared to 13% for food & beverage and 15% for household care products.

Mobile Shopping Habits: 7 in 10 American shoppers now own a smartphone and more than half use their mobile devices when shopping in-store. Among them, 51% have taken pictures of products they were considering, 49% searched for digital coupons, and 43% compared prices across different retailers.

Beauty and Personal Care: When purchasing beauty products, more than 80% of shoppers consider it extremely or very important that products are well-priced and proven effective. Other important considerations for shoppers include ease of use, trust in the brand, and that the product is gentle on their skin.

Household Care: While 42% are trying to purchase more natural household cleaning products, shoppers rate effectiveness as the most important attribute in a majority of household categories and only 33% believe that natural cleaning products are as effective as synthetic ones.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.