An interview with… Product of the Year

With less than a week to go till the final deadline for entries, Product of the Year managing director, Helga Slater, takes us behind the scenes and reveals ‘what it takes’ to win one of the UK’s most coveted awards.

• Describe Product of the Year in a sentence.

In a sentence? We are the largest consumer-voted award for product innovators – a champion of innovation in all its forms.

• Last year, Product of the Year UK turned 20. What’s the secret to its longevity?

Never staying still! Much like the brands we champion, we have to constantly find ways to grow. As a global business – operating in more than 45 countries around the world and counting – we have a strong network and often share ideas to help get the worldwide Product of the Year name out to a wider audience.  We continue to push and make the Product of the Year brand famous.

One of our greatest assets as a business is our logo. If you go into any supermarket or local retailer, you’ll see our trademark stamped on a huge range of products. It’s also featured in many a TV ad, online, and has been splashed across buses and billboard advertising. Once you see it, you’ll spot it everywhere! According to our research, 81% of consumers recognise the Product of the Year logo and 71% would buy a product with it on the packaging. It’s a seal of approval for customers and recognition/a sales and marketing tool for brands.

• What does ‘innovation’ mean to you?

It doesn’t matter how big or small your product is, if it’s a new idea that solves a problem, we’d like to hear about it! Winning products help people incrementally in their day-to-day lives. That could be something very simple like speeding up their meal prep by 10 minutes, products that help you achieve salon-worthy looks from your home, or it could serve a wider environmental purpose – creating packaging that’s fully recyclable or biodegradable.

• This year promises to be the ‘biggest yet’. What’s different this time?

After two decades, one thing remains as important as ever. Brands need to constantly innovate to stay on top and to remain relevant. Every year, we see all manner of FMCG products make waves, from plant-based innovation to laundry products that protect your clothes. But this year for the first time we’ve introduced several new categories including ‘financial services’ and ‘DIY and gardening’. We’re expecting to see a huge range of products triumph at the awards.

• What trends will you be looking out for?

There seems to be a continued trend for health and wellbeing across the board, from gut-friendly breakfast cereals and yoghurts to plant-based alternatives and vitamins & supplements. One thing we’re seeing a lot of now is the rise of brand collaborations. Better together? We think so. Former Product of the Year winner, Fanta Mentos, was a real favourite at POY HQ! We’ve also spotted Marmite and Walker’s, Coca-Cola and Oreo, Cathedral City and Heinz baked beans… the list goes on. The clever thing about a collab is that you can combine audiences and share the wealth so it’s a win-win.

• Any final words?

Help! The deadline for entries is in a matter of days. It’s a very busy period for us so wish me luck… if you’d like to enter or you’re simply curious, visit our website to find out more: https://www.productoftheyear.co.uk/

Source: Product of the Year

  Agency, Helga Slater, Product Of The Year, UK