The 2023 NIQ breakthrough innovation awards – SA foodstuffs

NIQ (fomerly Nielsen) has released its highly anticipated BASES Breakthrough Innovation Awards for 2023 – here are the food laureates….

The awards recognise successful product launches across all strategies, ranging from launches that managed to disrupt their categories and grow their brand, to targeted plays that did not intend to appeal to the mass market but were meant to delight a specific target.

1 500 new SKUs were launched in South Africa in 2021 in over 50 product categories. This year, BASES BIA 2023 awarded 21 winners among this year’s innovative brands in SA that have transformed their categories.

In addition, it also acknowledged 6 Wavemakers, products that show great potential for future success.

NIQ comments” “The recipients of this year’s South Africa Breakthrough Innovation Awards have made remarkable strides across diverse product categories. 71% of South African consumers think that their country is in a recession, and their buying behaviour reflects that, as they seek out discounts in their purchases.

“South African shoppers are notoriously price-conscious and continue to rank among the top five most price-sensitive countries in the world. In the snack food category, South African buyers tended to gravitate towards spicy flavours which was reflected in this year’s winners.

“This year’s Breakthrough Innovation winners have successfully navigated through a persistently precarious landscape, marked by the enduring impact of the COVID-19 pandemic, supply chain disruptions, extraordinary inflationary constraints and a 61% increase in load-shedding hours.”

“In tough economic times consumers go into a recessionary mindset, reducing purchases and actively looking for promotions. New product launches can be an effective way of keeping your product in their basket without over promoting. However, achieving breakthrough innovation status is not easy. It is important to learn from past winners as their success stories can be the inspiration you need for your own future success story.” Esti Prinsloo, NIQ BASES Commercial Director for the SA region

The 2023 South African Breakthrough Innovation Award Winners – Foods are:

  • Doritos Flamin’ Hot
  • Forage & Feast Range
  • FUTURELIFE Granola Crunch Range
  • Jungle Cereal Bar Range
  • Kellogg’s Coco Pops Big 5
  • Kellogg’s Granola Nutty Delight and Tropical Burst Range
  • KOO Pillchards Range
  • Lay’s Argentinian Creamy Pepper Steak
  • Lindt Lindor Salted Caramel Range
  • Nola Mayonnaise
  • Simba Flamin’ Hot 

The 2023 South African Breakthrough Innovation Award Wavemakers Food & Beverage are:

  • Cadbury Dairy Milk Top Deck Bunnies
  • Cadbury Festive Range Tablets
  • KitKat Christmas Break
  • Lays Money Heist Korea: Rio & Tokyo

All the SA winners


The 2023 Breakthrough Innovation Awards has evaluated thousands of new products to acknowledge and reward those that have achieved the pinnacle of success.

The brands included in this year’s winners represent a wide array of products that have excelled in their respective categories. Winners of the Breakthrough Innovation Awards are the products that delight customers, gain distribution, stay on-shelf, and drive results for their parent companies.

Learn more about how BASES supports innovation and measures success on our Breakthrough Innovation website.