Most Innovative CPG Brands Ranked (2025)

This page ranks the Top 100 Most Innovative CPG Brands in 2025 by a proprietary AI Innovation Score. It highlights leaders in beverages, snacks, beauty, home care, pet, and household essentials and more.

100 Most Innovative CPG Brands in 2025

Updated September 16, 2025 · Europe/Lisbon

Tip: click a column header to sort
# Brand Enterprise AI Innovation Score
1 e.l.f. Cosmetics e.l.f. Beauty
97
2Coca-ColaThe Coca-Cola Company
95
3GatoradePepsiCo
94
4TideProcter & Gamble
94
5DoveUnilever
93
6Liquid DeathLiquid Death
93
7Prime HydrationPrime Hydration, LLC
92
8CelsiusCelsius Holdings
92
9Fairlifefairlife LLC (Coca-Cola)
91
10ListerineKenvue
90
11La Roche-PosayL’Oréal
90
12OreoMondelēz International
89
13ChobaniChobani
89
14OlayProcter & Gamble
89
15Ben & Jerry’sUnilever
88
16PurinaNestlé
88
17OlipopOLIPOP
88
18PringlesKellanova
87
19PoppiPoppi
87
20Nature ValleyGeneral Mills
86
21CeraVeL’Oréal
86
22HeinzThe Kraft Heinz Company
86
23Ghost EnergyGhost Lifestyle
86
24RXBARKellanova
85
25AveenoKenvue
85
26SensodyneHaleon
85
27Monster EnergyMonster Beverage
85
28Liquid I.V.Unilever
84
29Blue BuffaloGeneral Mills
84
30KINDMars, Incorporated
84
31Topo ChicoThe Coca-Cola Company
84
32NeutrogenaKenvue
83
33Kettle BrandCampbell Soup Company
83
34GardeinConagra Brands
83
35OatlyOatly
83
36Pop-TartsKellanova
82
37Rao’s HomemadeCampbell Soup Company
82
38DoritosPepsiCo
82
39SmartwaterThe Coca-Cola Company
82
40HelloColgate-Palmolive
82
41SpindriftSpindrift
82
42PoweradeThe Coca-Cola Company
81
43M&M’sMars, Incorporated
81
44Primal KitchenThe Kraft Heinz Company
81
45Annie’sGeneral Mills
81
46Band-AidKenvue
80
47Old El PasoGeneral Mills
80
48CheeriosGeneral Mills
80
49QuakerPepsiCo
80
50Maybelline New YorkL’Oréal
80
51LaCroixNational Beverage
80
52SpriteThe Coca-Cola Company
79
53Philadelphia Cream CheeseThe Kraft Heinz Company
79
54Aveeno BabyKenvue
79
55LysolReckitt
79
56Mountain DewPepsiCo
79
57ColgateColgate-Palmolive
79
58YoplaitGeneral Mills
79
59NespressoNestlé
79
60CheetosPepsiCo
78
61Minute MaidThe Coca-Cola Company
78
62NescaféNestlé
78
63Healthy ChoiceConagra Brands
78
64SnickersMars, Incorporated
78
65The OrdinaryEstée Lauder Companies
78
66Tom’s of MaineColgate-Palmolive
77
67Stouffer’sNestlé
77
68Campbell’sCampbell Soup Company
77
69WindexSC Johnson
77
70OxiCleanChurch & Dwight
77
71Dr. SquatchDr. Squatch
77
72MAC CosmeticsEstée Lauder Companies
76
73Reese’sThe Hershey Company
76
74Pirate’s BootyThe Hershey Company
76
75FolgersThe J.M. Smucker Co.
76
76CoverGirlCoty
76
77DegreeUnilever
76
78KleenexKimberly-Clark
76
79HuggiesKimberly-Clark
76
80Off!SC Johnson
75
81Mrs. Meyer’s Clean DaySC Johnson
75
82MethodSC Johnson
75
83Oscar MayerThe Kraft Heinz Company
75
84Hershey’sThe Hershey Company
75
85HostessThe J.M. Smucker Co.
75
86Dave’s Killer BreadFlowers Foods
75
87Nature’s OwnFlowers Foods
74
88JifThe J.M. Smucker Co.
74
89FinishReckitt
74
90AdvilHaleon
74
91EucerinBeiersdorf
74
92Pringles Hot Ones (collab program)Kellanova
74
93PopchipsPopchips
73
94BarebellsVitamin Well AB
73
95Liquid Death Iced TeaLiquid Death
73
96Sensodyne PronamelHaleon
73
97NiveaBeiersdorf
72
98Band-Aid Hydro SealKenvue
72
99Ghost ProteinGhost Lifestyle
72
100SkinnyPopThe Hershey Company
72

What this table shows

This is a signal-based index of consumer packaged goods brands using AI to create real value in 2025. Scores compare how brands deploy AI across product, marketing, commerce, and operations. High scorers are pushing beyond pilots into scaled personalization, rapid content testing, demand sensing, smart fulfillment, and new product development workflows.

Methodology (AI Innovation Score)

We compute a 0–100 score from public and first-party signals:

  • R&D + Product (35%): AI in formulation, flavor/fragrance design, packaging, or rapid concept testing.
  • Growth + Creative Ops (25%): GenAI ad production at scale, iterative testing velocity, and creative de-duplication.
  • Commerce + CRM (15%): AI-driven personalization, bundling, promotions, LTV modeling, churn prevention.
  • Supply + Forecasting (15%): Demand sensing, inventory optimization, dynamic replenishment.
  • Org Signals (10%): AI team headcount growth, patents, partnerships, and executive disclosures.

Each factor is normalized per category to avoid bias toward any single vertical. We weight recency so activity in the last 180 days matters most.

Update cadence and change log

  • Last updated: September 16, 2025
  • Cadence: Reviewed monthly with rolling adjustments when brands announce material AI deployments, acquisitions, or measurable outcomes.
  • Corrections: Spot an attribution or parent-company change? Tell us and we’ll re-score in the next run.

How to use this list

  • Benchmark your brand’s AI maturity against category peers.
  • Find partners for co-innovation and retail pilots.
  • Track rising challengers that are winning share with AI-accelerated go-to-market.

FAQ

FAQ: Most Innovative CPG Brands in 2025

Answer-first snippets designed for search. Last updated: September 16, 2025 (Europe/Lisbon).

  • What are the most innovative CPG brands in 2025?
    e.l.f. Cosmetics, Coca-Cola, Gatorade, Tide, Dove, Liquid Death, Prime, and Celsius lead based on measured AI impact, product velocity, and retail results.
  • Which CPG brands are leading in AI in 2025?
    Leaders use AI for product design, creative at scale, retail media, and demand sensing. Standouts include e.l.f., Coca-Cola, Gatorade, Tide, Dove, and Celsius.
  • Top innovative beverage brands 2025?
    Coca-Cola, Gatorade, Fairlife, Liquid Death, Prime, Celsius, Olipop, Poppi, Spindrift, LaCroix.
  • Top innovative beauty and skincare brands 2025?
    e.l.f. Cosmetics, La Roche-Posay, CeraVe, Olay, The Ordinary, Maybelline, Neutrogena, Dove.
  • Top innovative snacks and confectionery brands 2025?
    Oreo, Pringles, Doritos, M&M’s, Reese’s, KIND, Pop-Tarts, Pirate’s Booty, Primal Kitchen.
  • Top innovative home and cleaning brands 2025?
    Tide, Lysol, Method, Mrs. Meyer’s, Windex, Finish, OxiClean.
  • Top innovative pet brands 2025?
    Purina, Blue Buffalo, Pedigree.
  • What is the AI Innovation Score for CPG?
    A 0–100 composite weighting product R&D, measured commercial impact, creative ops scale, CRM/personalization, supply chain AI, and organizational signals, with extra weight on the last 180 days.
  • How do you rank CPG brand innovation in 2025?
    Category-normalize signals, score each brand independently, apply outcome-weighted recency, and prevent portfolio clumping within the same parent company.
  • What counts as real AI impact for CPG?
    Verified lifts in conversion, ROAS, LTV, on-shelf availability, waste reduction, or time-to-launch—not just pilot announcements.
  • Do challenger CPG brands make the 2025 list?
    Yes. Brands like Liquid Death, Prime, Olipop, Poppi, and Ghost rank alongside multinationals when outcomes are strong.
  • How often is the 2025 CPG innovation ranking updated?
    Monthly, with off-cycle updates for major launches, M&A, or newly disclosed results.
  • Are these rankings global or U.S. only?
    Global coverage, weighted where outcome data is available, with category normalization to reduce geography bias.
  • Can a brand request a re-score?
    Yes—submit public links or anonymized metrics showing outcomes, time frames, and markets for review in the next update.
  • Why are brands from the same company scored differently?
    We evaluate at the brand level, require diverse evidence, and enforce intra-enterprise score dispersion to avoid halo effects.
  • What moves a CPG brand up fastest in 2025?
    Recent, measurable outcomes at scale—e.g., proven retail media efficiency, creative testing velocity, and demand sensing tied to inventory wins.
  • When was this FAQ last updated?
    September 16, 2025 (Europe/Lisbon).

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