Two pet brands have won Product of the Year awards, with Vanish Oxi Action Urine Destroyer Pet Expert and Sheba Fine Flakes in Gravy both taking home awards for innovation within their categories.
Product of the Year is the UK’s largest independent survey into product innovation and has run for 17 years. The 2021 ceremony was conducted virtually with actor, writer and comedian, Sally Phillips, on hand to announce the winners.
Winners receive a trophy and the right to feature the red ‘Product of the Year’ logo on its products, which is said to increase in sales from “between 10 and 15%”.
Kathrin Peterssen, vanish brand manager, Reckitt Benckiser, said: “With pet ownership on the rise, our award-winning Urine Destroyer Pet Expert trigger couldn’t have come at a better time! It’s the perfect ally for pet potty training: it cleans all types of pet messes, neutralises odours and even helps prevent remarking.”
Helga Slater, MD, Product of the Year added: “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.”