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Australia’s top brands compete for 2011 Product of the Year

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The 2011 Product of the Year Awards is set to take off with 5,000
shoppers voting for the most innovative products to hit the supermarket shelves
this year

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The 2011 Product of the Year Awards is set to take off with 5,000 shoppers voting for the most innovative products to hit the supermarket shelves this year.

The line-up for the Awards includes consumer goods from 21 categories, including Packaged Goods, Beauty, Pet Care, Cleaning and Adult Medicine.

Products include a space-saver dustpan and mop made from recycled plastic bottles (Oates), sweat-proof sunscreen (Neutrogena), canned chicken (Heinz), a three-in-one nail polish (Sally Hansen), a no-touch hand wash system (Dettol) and the only sustainably-fished canned tuna available in a major Australian supermarket (Ocean Rise from ALDI).  Other brands featured in the awards include Revlon, Garnier, Freedom Foods, Pedigree, Kellogg’s, Sun Rice, L’Oreal and Maybelline.

Product of the Year national ambassador and Channel’s 9’s Today show host Lisa Wilkinson said the Awards helped consumers to select the best products available on the Australian market.

“The ultimate purpose of the Product of the Year Awards is to provide shoppers with a symbol that guides them to the best products in any category backed by the confidence of 5,000 others just like them,” Ms Wilkinson said.

Industry experts representing retailers, media, consumer research and journalists gathered in Sydney last week to examine each entry on its innovative function, design or packaging. The panel included members from ALDI, Metcash and Foodworks, and Priceline, and was chaired by Coles Supermarkets marketing director Simon McDowell.

Mr McDowell said previous winners of the Awards had experienced an average 10-15 per cent increase in sales.

“Innovation is easy to say, but very hard to do. Creating engaging, compelling and meaningful points of difference for consumers is the challenge,” he said.

To qualify for entry, products must have launched between January 2009 and September 2010. They must have also been new, or a useful innovation to an older product or brand, such as a new ingredient, redesigned shape or size, new formula, or new packaging. 

Manufacturers of the winning products can use the Product of the Year logo on their packaging, promotions and advertising for 12 months after the Awards.

Product of the Year is conducted by market information group, TNS. It was founded in 1987 in France by former L’OREAL executive, Christian LeBret and currently exists in 28 countries, making its most recent debut in Australia, the USA, Canada, India, South Africa and Japan.

The winners of Australia’s 2011 Product of the Year will be announced in Sydney on 3 February.

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