Innovation is hard. In fact, around 50% of the 60,000+ ideas in System1’s Test Your Innovation database score just 1.0 Star, signalling low sales potential, while only 5% reach the coveted 5-Star range. That makes the innovations that get it right all the more worth celebrating.

Every week, we spotlight one standout launch in our Innovation of the Week series. But with so many fantastic products being tested each month, one innovation simply isn’t enough to give them all the recognition they deserve. So, we’re rounding up September’s top 10 to celebrate more of the very best.

So, what makes these innovations stand out? Emotion of consumer behaviour, yet much of product testing still relies on rational questions such as, “Would you buy this, yes or no?” System1 takes a different approach. Our Star Rating measures the emotional appeal of an idea, alongside how many people are willing to “buy” or “sell” shares in it, and how quickly they make that decision. These behaviours help reveal fluency: how easily consumers understand and process an idea.

The strongest innovations often balance familiarity with novelty, using happiness to tap into what consumers already know and love, and surprise to add something fresh. We call this Fluent Innovation: ideas that feel familiar enough to be an easy choice, but new enough to capture attention and spark intrigue.

From emerging trends to the products with the greatest potential to succeed on shelf, these launches reveal what consumers really want.

Here are our top 10 standout product launches for September.

At a glance, September’s results reveal a clear appetite for chocolate, cheese and indulgent collaborations. Fibre and protein also make an appearance among the top performers, but it’s the familiar guilty pleasures that really stand out. In a world increasingly shaped by GLP-1 medications and Ozempic, are consumers still prioritising indulgence over health, or are the two learning to coexist?

Playfulness is another common thread. From Toblerone’s never-square shapes and Oreo’s playful brand positioning to Ferrero’s culturally savvy nod to Willy Wonka and Cathedral City’s peelable, child-friendly cheese, the strongest launches show that a little fun can go a long way. These products tap into familiarity while adding a twist, giving consumers something they recognise, with just enough novelty to pique their interest.

The takeaway? Healthy credentials may be a welcome bonus, but consumers still want the real deal. And as for protein, it looks like fibre could be coming for its crown, or at least pulling up a chair alongside it.

Create with Confidence®

Could your launch make our next Innovation of the Month? Don’t leave it to chance!

System1’s Test Your Innovation helps you understand how consumers will feel about new ideas, names, claims and packs before you spend big. Powered by emotion, Test Your Innovation predicts whether your idea has sales potential and shows you how to improve and refine it ahead of launch.

With results validated against real in-market sales, you’re not just finding out whether people like your idea. You’re finding out whether it has what it takes to grow your brand.