Press Release

2023 NIQ BASES Breakthrough Innovations in Egypt

Press Release

2023 NIQ BASES Breakthrough Innovations in Egypt

Egypt – October 30, 2023 — Today, NielsenIQ released its highly-anticipated BASES Breakthrough Innovation Awards for 2023. The awards recognize successful product launches across all strategies, ranging from launches that managed to disrupt their categories and grew their brand, to targeted plays designed to delight a specific target.  

This year, the BASES Breakthrough Innovation Awards named 17 winners among this year’s innovative brands in Egypt that have transformed their categories. In addition, it also acknowledged 4 Wavemakers, products that show great potential for future success. 

The recipients of this year’s Egypt awards have made remarkable strides across diverse product categories. Winners in the food space predominantly capitalized on indulgence and unique ingredients. These successful brands captured the attention of buyers through enticing promotions that highlighted their distinctive ingredients. Non-food products also saw success when focusing on incorporating differentiated ingredients and providing health or safety benefits to Egyptian consumers. Non-food products garnered greater appeal when they had multiple uses outside and at home, time-saving benefits, and unisex usage. 

This year’s Breakthrough Innovation winners have successfully navigated through a persistently precarious landscape, marked by the enduring impact of the COVID-19 pandemic, supply chain disruptions and extraordinary inflationary constraints.  

The full Breakthrough Innovation report includes interesting insights and trends across the innovation landscape. According to Zulfiqar Razvi, BASES Executive Director for the region, these insights help determine what works and what doesn’t in innovation and product launches. 

Razvi explains that there are a number of factors that contribute to the success (or failure) of a specific innovation or product launch and these have to do with the actual idea put forward, the execution and realization of the project. “To create a good innovation, brands need to be relevant to their consumers, making it easy for them to understand what the product is about and why they need it,” says Razvi. “They have to ensure their innovation is being perceived as genuine and authentic. Lastly, they should be creative in their marketing strategy and bold in experimenting.” 

The 2023 Egypt Breakthrough Innovation Award Winners are: 

  • Afia Tuna  
  • Bebem Natural  
  • Blazo  
  • Bravo Chips  
  • Cadbury Delight Sandwhich  
  • CeraVe Skin Care Range  
  • Clear Men 3 in 1 Shampoo   
  • Danone Oiko  
  • Domty Blends  
  • Elvive Full Resist Hair Care Range  
  • Flamin’ Hot New Range  
  • Hero Baby Nutrasense Range  
  • Maggi Bechamel with Cheese  
  • Mega Double  
  • Mirinda Plus  
  • Molped Antibacterial

The 2023 Egypt Breakthrough Innovation Award Wavemakers are: 

  • Chipsy KFC  
  • Elvive Hyaluron Moisture Hair Care Range 
  • Eucerin 
  • Fury 
  • Pampers Premium Extra Care 
  • Schweppes Gold Apple and Cinnamon 

For over a decade, BASES has identified more than 700 products from around the globe as Breakthrough Innovations. These innovations addressed key consumer needs and delivered stand-out experiences that redefined their categories. This, in turn, has resulted in incredible outcomes.  

For more information about this year’s Breakthrough Innovations winners and to learn from their successes, please visit the Breakthrough Innovation website.

About the Breakthrough Innovation report

The 2023 Breakthrough Innovation Awards has evaluated thousands of new products with the goal to acknowledge and reward those that have achieved the pinnacle of success. The brands included in this year’s winners represent a wide array of products that have excelled in their respective categories. Winners of the Breakthrough Innovation Awards are the products that delight customers, gain distribution, stay on-shelf, and drive results for their parent companies. Learn more about how BASES supports innovation and measures success on our Breakthrough Innovation website. 

About NielsenIQ

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

NIQ, is an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world’s population. For more information, visit

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Melina Mammidou
Associate Director, Marketing Communications