Lebensmittel Zeitung direkt is awarding the LZ direkt INNOVATIONCUP for outstanding product innovations in Germany for the first time. To determine the winners, the market research institute NielsenIQ BASES analyzed around 200,000 new products in food retailing.

The LZ direkt INNOVATIONCUP WINNER 2022 have not only convinced as innovation,
but also fulfilled the following criteria:

1. positive development for the brand or category

2. sustained success in the first two years after launch:
/ more than 2 million euros in sales in the first year
/ more than 90% of the previous year's sales in the second year

3. potential for a mass product or a successful niche product

The winners will be officially announced on March 1, 2022:
in LZ direkt issue 03/22 and on the website www.lzdirekt.de

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Hilke Waas
Leitung Markt- und Medienforschung

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