THE past 12 months have been like no other. We’ve braved lockdowns and looked after each other better than ever before – and across the nation, stores have stepped up to bring us thousands of new products, helping you and your family stay safer, happier and healthier.

But with all of us spending more time at home and less time shopping, how do you know which products are worth your cash? Simple! Look for the “Product of the Year” red logo.

Product of the Year is the UK’s largest survey of product innovation. Each year over 10,000 UK shoppers  – including Sun readers like YOU – vote to crown the best new winning products in each category.

The coveted red logo is only awarded to items of the highest calibre to hit store shelves. Pick up a product with it on and you’re guaranteed an exciting new item at an affordable price – nine in ten shoppers say they’re more likely to buy when they see it.


To help fill your trolley with this year’s winners, we’re showcasing the most innovative new items on supermarket shelves.

And what’s more, you can buy all of them in-store or online TODAY! So let’s get started…


Cif Anti-Bac & Shine Range(£2.50 spray bottle, £1.50 ecorefill)

Safe for cleaning and disinfecting toys and surfaces, this range kills 99.9% of germs and comes in a 100% recyclable bottle.

Persil Liquid Laundry Detergent (£5)

With plant-based, biodegradable stain removers, this super-concentrated liquid removes tough stains first time round.

H2O e3 Cleaning System (£119.99)

As effective as bleach but safe around pets and children, it creates an endless supply of germ-busting cleaning solution using just salt, tap water and electricity.

Comfort Perfume Deluxe Coco Fantasy Ultra Concentrated Fabric Conditioner (£5.50)

Inspired by high-end perfumes and specially crafted with world-renowned perfumers, this fabric conditioner adds life to your clothes.

Nicky Defend Hand Towels (£2.50)

These disposable folded towels are enriched with antibacterial sanitiser to protect your family. Dissolvable when flushed down the toilet.


Nando’s Garlic PERinaise Peri-Peri Mayonnaise (£1.85)

Suitable for vegetarians, this tingly tasting sauce combines the creaminess of a mayonnaise with the spiciness of PERi-PERi and a kick of garlic.

Batchelors Big Super Noodles Range (£1.39)

A third bigger than the existing range, these easy to prepare pots come in four delicious flavours. Super quick to make, they’re the ultimate fast food.

Cathedral City Sandwich Slices (£1.50)

Unlike conventional square cheddar slices, Cathedral City Sandwich Slices are the perfect fit for sliced bread. No waste and no fuss!

Bisto Southern Style Gravy Granules (£1.85)

Pour it on to enjoy the taste of America in your own home, and at a more affordable cost than eating out.

Mr Kipling Signature Collection (Chocolate and Orange Fancies £2.50, Deluxe Millionaire Whirls £2.25)

When only the best is good enough. These deliciously indulgent cakes combine Mr Kipling’s most renowned recipes in a range of mouth-watering flavours.

Mr Kipling Minis Range (£1.99)

Perfect for when you need a little pick-me-up, Mr Kipling Minis are mini versions of your favourite treats, including bakewells, pies and sponge tarts.

graze Super Snackers Cereal Bars (£2)

Created with help from kids, these chewy wholegrain oat bars contain 50% less sugar than the average cereal bar.


Strongbow Rosé (£2 per bottle)

This fresh and lightly-sparkling Rosé Cider, made with blush red apples grown locally in Herefordshire, is best enjoyed cold.

Echo Falls Blueberry & Hibiscus Rosé Seltzer (£1.80)

A delicious twist on the standard seltzer, this tipple combines sparkling water, rosé wine, fruit and florals at just 69 calories per can.

Smashed Pale Ale (£1.99) (non-alcoholic)

This light and refreshing 0% IPA has hints of caramel and toffee and is finished with a modern American hop.

Good Earth Kombucha (£2.30). Available in 3 refreshing flavours

Newly launched in 2020, this healthy drink combines the finest organic black tea brewed and fermented with live bacteria.

Starbucks by Nespresso Coffee Capsules Range (£3.30)

Ethically sourced and available in strengths 6 to 11, this stylish range allows you to enjoy Starbucks quality coffee at home.

Costa Instant Coffee with Finely Ground Beans (Smooth Medium Roast) (£5.50)

This mouthwatering freeze-dried instant coffee delivers that Costa Coffee Mocha Italia Signature Blend taste at home.

Arctic Coffee Café Latte (£1.99)

Blended in Devon using fresh locally sourced milk and Rainforest Alliance certified arabica beans, this smooth coffee is best served over ice.


Arla Lactofree Organic Semi Skimmed Milk Drink (£1.60)

Lactose intolerant? This clever product gives you the real, delicious organic goodness of dairy that is easier to digest.

Birds Eye Green Cuisine Chicken-Free Dippers (£2.50)

Made from pea protein and coated in their signature batter, Birds Eye has recreated its iconic chicken dipper without meat!


Aptamil Profutura Follow On Milk (£14.99)

This scientifically researched new milk is Aptamil’s most advanced yet and the only one to contain both GOS/FOS and 2’FL.

Pampers Active Fit Taped Nappies (from £8)

Pampers’ best ever stay-put fit offers tots a trusted fit, comfort and reliable protection that can keep up with any move.

Aptamil Organic Follow On Milk (£13.50)

Crafted with care and expertise using organic ingredients, this milk is tailored to complement a weaning diet from six months.


Always Discreet Boutique Pads (£1.99)

Up to nine million women suffer bladder problems, but this incredible protection feels like you are just wearing underwear.

King C. Gillette Men’s Double Edge Safety Razor (£20 includes 5 blades, £5 for 10 refill blades)

This combines the classic look, feel and craftsmanship of the double edge safety razor with 21st century shaving know-how.

Palmolive Naturals Range Shower Gel (£1.50). Coconut & Pomegranate scents

This vegan shower gel is 95% natural origin and its 96% biodegradable formula promises a gentle feel which cares for your skin.

Andrex Classic Clean Toilet Tissue (£4.95)

Every roll is softer, each pack made easy-opening and plastic use has been slashed by 30%.

What will we be buying in 2021?

THE way we shop is changing with seven new consumer trends leading the way. This is what savvy shoppers are buying in 2021…

Vegan and Free-From

Eating well has never been easier. With over 600,000 Brits now vegan, brands are reinventing much-loved dishes, with plant-powered Birds Eye Chicken-Free Dippers being shoppers’ top pick. Allergies and intolerances are far better catered for too, with items like Arla’s new Lactofree Organic Milk allowing lactose-intolerant consumers to still enjoy their dairy treats.

Beverages at Home

With pubs shut for much of the year, consumers have recreated cocktail hour at home. Smash hit new products include US-style Hard Seltzers – a highball drink containing carbonated water, alcohol and fruit flavouring. Tempted? Try the Echo Falls Rosé Seltzer or refreshing Strongbow Rosé Cider. But events like Dry January and Sober October mean there’s also been a boom in alcohol-free booze – try the 0% SMASHED Pale Ale.

Clean and Green

Products containing virus-vanquishing formulas have cleaned up – but consumers also want products which protect the planet too. Shoppers now expect eco refills and 100% recyclable packaging as standard, like the Cif Anti-bac & Shine.


Restaurants shut? Can’t get to the coffee shop? Then bring your favourite tastes to your home. Make-at-home products from big-name eateries have been among this year’s top trends, with consumers stockpiling Nando’s Garlic PERinaise, Costa Instant Coffee with Finely Ground Beans and Starbucks by Nespresso coffee pods.

Top Treats

In tough times, we need a little treat. Cake sales have seen double digit growth, with families turning to traditional bakes like the Mr Kipling Signature Collection. Home-schooling has parents choosing healthy treats, like graze’s 50% less sugar bars.

Good Health

Staying healthy is a priority for shoppers nationwide right now. Sales of trendy fermented tea doubled with Good Earth Kombucha filling shopping baskets in hipster hotspots, while the nation gulped down protein shakes like Herbalife Nutrition Tri Blend Selection after working out with Joe Wicks. More time at home means mattress sales soared by 131%, and consumer favourite Rollo Hybrid Duo has topped the list for the best sleep.

Quick & Easy

Sick of scratch cooking? You’re not alone. WFH has promoted a surge in sales of quick, convenient but healthy food for near-instant lunches and dinners. Brands like Cathedral City Sandwich Slices, Batchelors Big Super Noodles, and Bisto Southern Style Gravy Granules have all seen demand rocket.


Vanish Oxi Action Urine Destroyer Pet Expert (£5.99)

Little accident? This powerful new product safely and precisely removes stains on carpets and upholstery in as little as 30 seconds.

Sheba Fine Flakes in Gravy (£5.62)

Made with only the finest flaked pieces carefully coated in a delicious gravy, this recipe is a masterclass in taste and texture.


Rollo Hybrid Duo Plus by Slumberland (Single £490, Double £699, King £799)

With 2,900 pocket springs, cooling and temperature-regulating foam and a memory layer, this offers ultimate luxury.

Herbalife Nutrition Tri Blend Select (£45.75)

High in fibre, low in sugar and calories, this complete protein shake is formulated with natural ingredients to deliver optimal nutrition.

Rollo Hybrid Duo by Slumberland (Single £420, Double £599, King £599)

Breaking new ground in comfort and sustainability, this mattress features the Duo Spring Support System and a sumptuous quilted surface.


Nordic Spirit Nicotine Pouch (£6.50)

Smoke, vapour, tobacco-free, this market leading brand offers adult smokers and vapers an alternative choice.

Product contains nicotine. Aimed at existing adult smokers and nicotine consumers aged 18 and over

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