Product of the Year throws Open the Doors for 2027 Entries – with a Smarter, Easier Way to Enter

May. 20, 2026

As of today, brands can register as many products as they like in anticipation of the official entry opening date on Monday 1^st June. The new process lets innovators register multiple entries across categories, free of charge, while unlocking discounted fees.

Now in its third decade, Product of the Year continues to set the benchmark for innovation, with winners decided by 8,000 UK consumers in an independent survey conducted by Kantar, one of the world’s leading data and insights companies. With no introduction needed, the award’s iconic red logo – recognised by 81% of shoppers – remains one of the most powerful trust marks on shelf, driving both standout and sales in an increasingly competitive retail landscape.

David Gray, joint-MD of Product of the Year said:

"Entering the awards has become a lot easier. There are no upfront fees, no long-term commitment, and very little time investment required at the registration stage. Brands can register potential entries first, then only pay if and when they decide to formally enter – helping teams plan ahead while keeping costs down."

 

• A proven platform for growth

Winning Product of the Year offers brands far more than industry recognition. The logo acts as a powerful endorsement, boosting purchase intent (71%), strengthening brand awareness, and delivering measurable commercial impact across packaging, in-store activation, advertising and PR.

Over the years, the awards have championed thousands of breakthrough products that have gone on to become household staples – from category-defining packaging innovations to everyday essentials that reshape how consumers shop and live. Super-speedy laundry products promising a 15-minute wash cycle (we’re looking at you, Persil Wonder Wash), the upside-down squeezable Heinz ketchup bottle designed to coax out every last drop, and the ultra-convenient Bacardi & Coke ready-to-drink can are just a few of the thousands of innovations to have won Product of the Year awards. They all share one thing in common. These products make the everyday lives of consumers a little bit easier; cutting down on time and effort, and sparking a little joy.

• The UK’s most… influential innovation awards night?

The programme culminates in one of the most anticipated events in the FMCG calendar. The 2026 awards ceremony, held at London’s iconic Quaglino’s (the late Queen Elizabeth’s favourite restaurant) has earned a name for landing legendary talent. Last year, the event was hosted by TV royalty Claudia Winkleman and in the past, hosts have ranged from award-winning actor, Sally Phillips and comedian Tom Allen with music by Sophie Ellis-Bextor, Pixie Lott and West End stars. Each year, more than 250 senior industry figures are welcomed through the doors and behind the velvet curtain for a night to remember.

• Open to innovation across every category

Entries for the upcoming awards will be open to products that demonstrate true innovation – whether through formulation, design, packaging, sustainability or functionality. Categories continue to expand in line with evolving consumer trends, ensuring relevance across established categories spanning food and drink, home, personal care, health, beauty and lifestyle alongside emerging sectors for the awards such as financial services.

Brands are encouraged to register now to secure a discount ahead of the official entry opening.

• A trusted seal of approval

Unlike other industry accolades, Product of the Year is uniquely driven by consumer opinion – making it a powerful tool for brands looking to build trust and credibility at scale. As shoppers seek reassurance in their purchasing decisions amid increasingly challenging times, the endorsement carries more weight than ever. Don’t miss out!

• Register now, avoid regret

Registration is now open. To find out more and prepare your entry ahead of Monday 1st June.