An unpasteurized Russian beer, an Italian mouthwash and a Turkish pancake snack have made it on to the list of the most successful FMCG (Fast Moving Consumer Goods) product launches in Europe.
Market research company Nielsen lists 11 launches, all of which saw sales of at least €7.5 million ($8 million) or £7.5 million ($9.5 million) for UK brands, in their first year and maintained at least 90 percent of that in their second year. The list includes brands from Russia and Turkey, which had to sell at least €5 million worth of product in their first year to be included on the list.
These figures compare to the average €160,000 sales that a new product makes in Europe in its first year.
Nielsen analyzed 9,900 product launches for its Breakthrough Innovation Report, which found that just 10 to 20 percent of launches make up 80 percent of sales of new products, across most categories.
These are the 11 it shortlisted.