Big brands lead Product of the Year 2021 winners

product of the year awards 2021

From winning beers to the best cleaning brands, the UK’s favourite products have been named at the 2021 Product of the Year awards.

The UK’s most innovative products of 2021, with the winners chosen by 10,000 UK consumers, were announced last night by award-winning actor, writer and comedian, Sally Phillips. 

In normal times, the awards ceremony would have been a glitzy event at the ‘Art Deco finery of the Sheraton Grand’, the awards organisers said, but this year the pandemic forced it to be a virtual event.

Product of the year 2021 - Sally Phillips
Top British actress Sally Phillips presented the virtual awards this year.


Product of the Year 2021 winners

So who won? Well, Unilever, Premier Foods, Danone and Procter & Gamble, picked up multiple awards along with other household names and pioneering newcomers. 

These were just a handful of the 34 winners of the UK’s largest survey of product innovation. The full list of all winners is below.

product of the year awards 2021 - the winners
Winners of the 2021 awards.

Now in its 17th year, the Product of the Year Awards continue to provide a unique platform to celebrate the products we use every day but often take for granted for their quiet innovation. 

As the UK’s biggest and most comprehensive study of product innovation, conducted in association with the world’s leading data and insights company, Kantar, the winning products represent key consumer wants and habits – a unique barometer of buying patterns and behaviour in the UK. 

And for those brands that were fortunate to ‘walk away’ with a coveted trophy, they also win the right to feature the iconic red Product of the Year logo – an instantly recognisable symbol of product excellence.

From cider to seltzer – new drinks brands toast success

This year, Product of the Year’s drinks category winners stepped outside the norm bringing true innovation.

Heineken raised the bar with the launch of Strongbow Rosé Cider made with blush red apples. 

On the lower ABV end of the scale is an American import, the hard seltzer, a blend of alcohol and sparkling water with Echo Falls Blueberry & Hibiscus Rosé Seltzer a worthy category winner.

Strongbow Rose - Alcohol Category
Strong winner: Rosé Cider swiped a gong.

‘NOLO’, No/Low alcohol, continues to grow in popularity with the sector enjoying year-on-year growth with exciting new products emerging with complex flavour palettes to rival alcohol brands. 

Product of the Year winner and the aptly named, SMASHED Pale Ale, is so convincing you might forget its alcohol count is close to zero.

Healthy mind, healthy body, healthy brands

The last year has been a sedentary period for some, but for others it has been an opportunity to work on our health and fitness. 

It’s a mood that has been reflected in Product of the Year’s winners list with graze Super Snack Cereal Bars for kids (50% reduced sugar) winning an award and the craze for fermented goods is evidently still on the up as Good Earth Kombucha took home a Product of the Year Award.

graze Super Snacker Cereal Bars - Kids Cereal & Cereal Bars Category copy
Super Snackers: Graze wins in the health foods stakes.

Alternative diets are fast becoming mainstream. According to a Kantar report on the Free Food sector, an estimated two million Brits are living with food allergies and intolerances. Arla’s Lactofree Organic Semi Skimmed Milk Drink won in the dairy alternative category and Herbalife Nutrition Tri-Blend Select took first place in the nutritional supplements category.

Bensons springs into first place for boxed mattresses

We are more aware than ever of the health benefits of good sleep, recognising the proven correlation between a good night’s sleep and well-being. 

And more time at home means mattress sales soared by 131% and this year, it was the UK’s largest bed retailer Bensons for Beds that picked up an award within the hybrid mattress category for the Rollo Hybrid Duo by Slumberland.

Rollo-Hybrid Duo Plus - Hybrid Mattress Plus category
Sleeping soundly: Bensons for Beds wins for Rollo Hybrid Duo by Slumberland at Product of the Year.

Nando’s brings PERinaise home

Dining out may no longer be possible, but some enterprising establishments are taking innovative steps to bring their wares to the people. Nando’s has long offered a home-delivery service but it was Nando’s Garlic PERinaise PERi-PERi Mayonnaise that won the approval of the voting public picking up a Product of the Year Award.

H2O and Cif clean up

Hygiene has never been more important, be it washing our hands or sanitising our homes, and this year a number of brilliant brands have really stepped up, delivering some standout products. 

Thane’s H2O e3 Cleaning System has taken the cleaning process back to the future with an electrolysed, all-purpose cleansing solution that can be used as an antibacterial cleanser and deodoriser and Cif Anti-Bac & Shine Range also won for its multipurpose cleaning capabilities that can even be safely used to clean all manner of surfaces from kids toys to food preparation areas.

Green clean

Today, consumers are becoming increasingly aware of their impact on the environment. Fortunately, many brands are taking note and finding new ways to create products that leave less of an imprint on the world.

Cif Anti-Bac & Shine Range leaves minimal waste, packaged in an ecorefill spray bottle. Packaging is key to sustainable consumption and with the rise of refill stations in local shops, at supermarkets and online, the future is looking greener. 

Unilever brand Persil’s Liquid Laundry Detergent impressed the 10,000 UK consumers who voted the plant-based stain remover a Product of the Year winner – signalling a wider move by the industry to become more sustainable.

Persil Liquid Laundry Detergent - Laundry Detergent
Dirty winner: Persil bio 100% recyclable stain remover wins in sustainability conscious world.

Unilever was triumphant at Product of the Year 2021, winning three awards across laundry and cleaning categories. Reacting to the multiple wins.

“We are delighted to have received the Product of the Year award for not one, not two, but three of our incredible Homecare brands”, said Nadine Slyper, Brand Experience Director at Unilever Homecare UKI. 

“Our teams have worked incredibly hard during these challenging times to bring Cif Anti-Bac & Shine, Comfort Coco Fantasy and Persil Liquids to the market, and we’re thrilled that consumers love them. 

“To round off our Homecare brand awards, Surf has also won Best Use of Logo from a 2020/previous years campaign which we are very pleased to receive. We would like to thank everyone who has made this possible.”

Helga Slater, MD, Product of the Year, said: “Innovation comes in all shapes and sizes and in what has been a challenging year for everyone, we have seen brands big and small step up and stand out for some truly exceptional products.

“From the small, incremental improvements made by established brands to those breaking new ground, we are happy to once again be able to shine a light on the very best product innovation and we are thrilled for all the winners.”

Full list of 2021 Product of the Year winners across 34 categories:

Alcohol, Strongbow Rosé Cider, Heineken

Alcohol Free Drinks, SMASHED Pale Ale, Drynks Unlimited

Bladder Weakness, Always Discreet Boutique Pads, Procter & Gamble

Cat Food, Sheba Fine Flakes in Gravy, Mars Petcare UK

Chilled Fortified Drinks, Good Earth Kombucha, Tata Consumer Products

Cleaning Spray, Cif Anti-Bac & Shine Range (Spray & ecorefill), Unilever

Coffee Pods, Starbucks by Nespresso Capsules Range, Nestlé UK Ltd

Convenience Food, Batchelors Big Super Noodles Range, Premier Foods

Dairy, Cathedral City Sandwich Slices, Saputo Dairy UK

Dietary Alternative, Lactofree Organic Semi Skimmed Milk Drink, Arla Foods

Formula Milk, Aptamil Profutura Follow On Milk, Danone Specialised Nutrition

Free From Foods, Birds Eye Green Cuisine Chicken Free Dippers, Nomad Foods

Gravy and Stock, Bisto Southern Style Gravy Granules, Premier Foods

Hard Seltzer, Echo Falls Blueberry & Hibiscus Rosé Seltzer, Accolade Wines

Health and Hygiene Products, H2O e3 Cleaning System, Thane Direct UK Ltd

Hot Beverages, Costa Instant Coffee with Finely Ground Beans (Smooth Medium Roast), All About Food Ltd

Household Paper, Nicky Defend Hand Towels, Sofidel SpA

Hybrid Mattress, Rollo Hybrid Duo by Slumberland, Bensons for Beds Retails Ltd

Hybrid Mattress Plus, Rollo Hybrid Duo Plus by Slumberland, Bensons for Beds Retails Ltd

Kids Cereal & Cereal Bars, graze Super Snacker Cereal Bars, graze

Laundry Additives, Comfort Perfume Deluxe Coco Fantasy Ultra Concentrated Fabric Conditioner, Unilever

Laundry Detergent, Persil Liquid Laundry Detergent, Unilever

Nutritional supplement, Herbalife Nutrition Tri Blend Select, Herbalife Nutrition

Men’s Razors, King C. Gillette Men’s Double Edge Safety Razor, Procter & Gamble

Nappy & Nappy Pants, Pampers Active Fit Taped Nappies, Procter & Gamble

Nicotine Pouch, Nordic Spirit, Japan Tobacco International (JTI)

Organic Formula Milk, Aptamil Organic Follow On Milk, Danone Specialised Nutrition

Pet Clean Up, Vanish Oxi Action Urine Destroyer Pet Expert, Reckitt Benckiser

Iced Coffee, Arctic Coffee Café Latte, Crediton Dairy

Sauce Mayonnaise, Nando’s PERinaise Garlic PERi-PERi Mayonnaise, All About Food Ltd

Snacks, Mr Kipling Minis Range, Premier Foods

Sweet Treats, Mr Kipling Signature Collection, Premier Foods

Toilet Tissue, Andrex Classic Clean Toilet Tissue, Kimberly -Clark

Toiletries, Palmolive Naturals Range Shower Gel, Colgate Palmolive