Put your best foot forward, and describe why your product should be considered.
Time to send physical samples to the awards headquarters for hands-on evaluation by our judges.
Cross your fingers, it's time for feedback on your product's performance.
Receive your award logos and celebratory materials - it's time to see your product's name in lights!


To be eligible for consideration in the Brand Innovation in Grocery Awards, the product must be available for sale in at least one store or retail chain within the European market. Entries not meeting this criterion will not be considered. Please ensure your product meets this requirement before submitting for evaluation.

Ambient Grocery

Includes Soups, Canned Products, Conserves, Baby Foods, and Baking Products

Breakfast Products

Includes Breakfast Cereals, Porridge, Breads and Pastries, Breakfast Meats, Jams, Preserves, Juices, Smoothies, Granola Bars, and Other Breakfast Products


Includes Chocolate, Sweets, Gums, Mints, Biscuits, Cakes, and Other Sweet Confectionery Items

Convenience Foods/Food To Go

Includes Ready Meals, Food to Go, Pre-Packed Sandwiches and Snacks, Snack Pots, Instant Meals, Pre-Packed Fresh Berries, Fruit Pots, and Chilled Soups

Dairy Products

Includes Milk and Milk Products, Yoghurt, Yoghurt Drinks, Chilled Desserts, Cream, Cheese, Butter, Dairy Spreads, Flavoured Milk, and Milkshakes

Free-From Foods

Includes Gluten-Free, Fat-Free, Egg-Free, Lactose-Free, Nut-Free, Dairy-Free, Soy-Free, Sugar-Free, Yeast-Free, Salt-Free, Wheat-Free, and GMO-Free Products

Frozen Food

Includes Frozen Meat Products, Frozen Vegetable Products, Frozen Snack Products, Ice Cream, and Other Frozen Categories

Meal Accompaniments

Includes Pasta, Rice, Gravy Mixes, Prepared Potato Products, and Prepared Side Dishes

Meat and Seafood

Includes Sliced Meats, Chilled Prepared Meats, Meat Products, Seafood Products, and Shellfish

Sauces and Condiments

Includes Sauces, Marinades, Oils, Salad Dressings, Salt, Pepper, Chutney, Mustard, Stocks, and Other Flavoured Ingredients

Snacking Products

Includes Potato Chips/Crisps, Popcorn, Savoury Dips, Chips/Crisps, and Other Snacking Items

Vegetarian and Vegan

Includes Vegan- and Vegetarian-Friendly Products

Alcoholic Beverages

Includes Beer, Wine, Spirits, Flavoured Alcoholic Beverages, and RTD Alcoholic Beverages

Soft Drinks

Includes Soft Drinks, Energy Drinks, Squashes, Cordials

Tea, Coffee and Hot Drinks

Includes Tea, Coffee, Hot Chocolate, and Other Hot Beverages

Juice and Smoothies

ncludes Orange Juice, Apple Juice, Smoothies, Fruit Blends

Water and Hydration

Includes Bottled Water, Sparkling Water, Enhanced Water, Sports Drinks

Personal Care

Includes Shampoo, Conditioner, Body Wash, Toothpaste, Deodorant

Household Cleaning

Includes Laundry Detergent, Dish Soap, All-Purpose Cleaner, Window Cleaner, Bathroom Cleaner

Beauty and Cosmetics

Includes Skincare, Makeup, Fragrances, Hair Care

Baby and Child Care

Includes Diapers, Baby Wipes, Baby Shampoo, Baby Lotion
This list is not exhaustive. If you cannot find your product, kindly contact us to verify if we are able to evaluate your specific product.

Registration Steps

Key Dates

Early Bird: until 6th June
Regular Registration: 7th June – 19th July
Late Registration: 20th July – 27th September
Last Call: 28th September – 30th October

Sample Shipping Instructions

An account executive will promptly reach out to you following your registration to provide the delivery address and shipping details. In case you require any assistance, please feel free to contact us via [email protected]. Please note that ensuring the accurate and timely delivery of your samples to our establishment is solely your responsibility. The Brand Innovation in Grocery Awards cannot be held liable for any issues related to the shipment of the samples.


We kindly request your cooperation in adhering to the specified deadlines, considering sufficient time for shipment and customs clearance, which may take up to 2 weeks.

Quantity of samples to send

Please ensure an ample supply of products to accommodate 12 servings.

To indicate on each sample

Please ensure that each sample is clearly marked with its corresponding product APPLICATION ID (e.g., 485493). However, kindly avoid writing this APPLICATION ID on the front packaging of the sample, as we would like to capture a visually appealing photograph of your product. You can find the APPLICATION ID underneath each product entry on your registration dashboard.


Please note that the costs associated with delivery, including taxes, import fees, and custom duties for the shipment of samples, are your responsibility. If any of these costs are invoiced to the Brand Innovation in Grocery Awards, we will promptly re-invoice you for the incurred expenses.

Delivery Address

Following your registration, an account executive will reach out to you promptly to provide you with a delivery address, based on the type and origin of your products. Please include the following information attached to the parcel:
  1. Addressed to: Madison Publications (address will be provided by Account Executive)
  2. Description: Please provide a detailed description of each product
  3. Price: Indicate “No commercial value.”
  4. Total price: 20 euros (Please do not state a higher amount to avoid additional taxes)
  5. Additional information:
  • Food samples for analysis, to be completely destroyed after analysis
  • No commercial value
  • DDP (Delivery Duty Paid)

On the parcel

Please clearly label the parcel with the following information in ENGLISH:
  • Samples for analysis. To be completely destroyed after analysis
  • “DDP” (delivered duty paid)
  • “Urgent delivery” / “Keep Fresh” / “Keep Frozen” if applicable to fresh and frozen products.

IMPORTANT: For shipments from non-EU countries

Please be aware that sending products containing animal-based ingredients into the EU is prohibited by law.

Interested in having your products endorsed by grocery retail experts?

Award Entries

Opening Soon for 2024

Thanks for your interest in the Brand Innovation in Grocery Awards!
Entries open soon. Fill out the form below for details and updates.

Award Entries

Opening Soon for 2024

Thanks for your interest in the Brand Innovation in Grocery Awards!
Entries open soon. Fill out the form below for details and updates.

Confirmation received!
Stay tuned for updates on the entry process for 2024