CHICAGO — Taste, health and convenience continue to be major growth drivers for new products, according to the 2025 New Product Pacesetters report from the market research firm Circana.

The report, produced annually by Circana, underscored consumers’ rising interest in balanced, healthy offerings and elevated products.

“The biggest risk in CPG today isn’t a failed launch — it’s failing to launch at all,” said Sally Lyons Wyatt, executive vice president and global adviser for Circana. “Innovation isn’t just a strategic priority — it’s the growth engine. The brands breaking through are the ones meeting consumers where they are: balancing health with enjoyment, fusing brand equities through smart collaborations, and showing up in digital spaces where discovery now begins. The playbook has fundamentally changed, and the companies that recognize that are the ones on our Pacesetters list.”

Kendal Nutricare Ltd. earned the top spot among the food and beverage pacesetters for its Kendamil organic infant formula. The company brought the product from the UK market to the US market for the first time in 2025, generating $303 million in sales.

“(Kendamil’s formula) had less than 1% trial in year one, but with three quarters of those consumers coming back and purchasing, reflecting not only the frequency of feeding a new baby, but importantly, a formula that works and doesn’t cause digestive upset,” said Lisa Maas, vice president of innovation at Circana, in a webinar.

Beverages accounted for the majority of the top 10 pacesetters, with carbonated, sports and energy drinks generating the largest dollar contribution. The beverage cohort was led by energizing offerings, with the No. 2-ranked Bloom sparkling energy drinks and the No. 3-ranked Red Bull pink edition garnering $268.6 million and $201.9 million in sales, respectively.

Carbonated beverages occupied the No. 4 and No. 6 slots in the report, with $92.2 million in sales from Keurig Dr Pepper’s Canada Dry fruit splash cherry ginger ale and $87.2 million in sales from the Coca-Cola Co.’s Sprite chill variety. Other beverages in the top 10 include: Oikos pro yogurt drinks and shots at No. 5 with $91.6 million in sales; Talking Rain Beverage Co.’s Sparkling Ice Starburst at No. 7 with $83.7 million in sales; and the Coca-Cola Co.’s Topo Chico Sabores at No. 8 with $75.6 million in sales.

“2025 Pacesetters marked a clear return to beverages, whether that was delivering on new flavors or refreshment experiences,” Maas said.

Rounding out the list were the ninth-ranked Fruit Riot frozen fruit pieces from Beyond Better Foods LLC ($74.2 million in sales) and tenth-ranked King’s Hawaiian soft pretzel bites ($73.4 million in sales).

“This year’s Pacesetters class proves that winning innovation is about more than a great product — it’s about creating moments consumers want to experience, share, and come back to,” Maas said. “From Fruit Riot turning frozen fruit into a cultural candy moment to Red Bull pink edition bringing three million new households into the franchise, the most successful launches of 2025 engaged consumers on an emotional and sensory level.”

Source https://www.foodbusinessnews.net/articles/30478-beverages-dominate-in-circanas-2025-pacesetters