Milo's Kitchen awarded for home-style dog treats by Nielsen
Del Monte brand named among Breakthrough Innovation Winners for 2013
Nielsen conducted an analysis of more than 3,400 new consumer product introductions in the US during 2011 to determine which products demonstrated breakthrough results, satisfying three requirements:
â€¢ Distinctiveness - Does it deliver a new value proposition to the market?
â€¢ Relevance - Did this product generate year-one US sales of US$50 million or greater in Nielsen-measured channels (Food, Drug, Convenience, Dollar, Club and Mass Merchandise)?
â€¢ Endurance - Will this product achieve at least 90 percent of year-one sales in year two?
Milo's Kitchen dog treats achieved year-one sales of more than US$75 million and year-two sales of US$100 million.
"We really felt that we had the chance to transform a category and build a powerful new brand. This meant doing the media campaign, putting the team on a plane to meet with our channel partners, executing in-store and engaging the sales force. It was all part of a single strategy. There was nothing to hedge, no optional elements," said Geoff Tanner, vice president of innovation for Del Monte, about the launch of the new dog treats.