Getting a new product onto a crowded shelf — or into a jam-packed freezer case — is one of the hardest jobs in the packaged-food business. Buyers see hundreds of pitches; only the memorable, differentiated, repeat-worthy products earn a permanent slot. That's exactly the gap the CPG Awards by Food & Beverage Magazine is built to close.
Registration is now open, and this year the program comes with a notable expansion: for the first time, it's welcoming frozen-food brands alongside its long-standing lineup of shelf-stable packaged goods. Announced August 24, 2026 out of Las Vegas, the awards give food innovators a direct line to the retail CPG buyers and decision-makers who decide what actually makes it to shelf.
A Platform Built for Packaged-Food Innovation
Today's retail environment rewards products that are memorable, practical, differentiated, and ready to earn repeat purchases. Whether a brand is selling an everyday pantry essential, a better-for-you snack, a premium indulgence, or a convenient solution for busy households, both presentation and product quality carry weight.
The CPG Awards is open to shelf-stable food products across a wide range of retail-ready formats, including:
- Cans
- Pouches
- Bags
- Boxes
- Bottles
- Wrappers
- Other retail-ready formats
The eligible category list is broad by design — spanning snacks, sauces, condiments, beverages, cereals, baking products, confectionery, preserved foods, meal kits, gourmet products, functional foods, international flavors, and specialty dietary offerings. There are also dedicated categories for baby food, pet food, and supplements.
If a shelf-stable food product is ready to be discovered by retail CPG buyers, now is the time to enter.
Frozen Foods Take Center Stage
The headline change this year is frozen. The category continues to deliver convenience, variety, value, and longer-lasting meal and snack options — and shoppers are pushing it upmarket. They want restaurant-inspired flavors, cleaner ingredient statements, premium comfort foods, globally influenced dishes, and easy-to-prepare meals. That makes the freezer aisle one of retail's most active innovation zones.
The program is now accepting frozen entries from brands ready to make an impression with quality, creativity, flavor, and real retail appeal. Eligible frozen products may include:
- Frozen meals and meal components
- Appetizers and party foods
- Breakfast items
- Frozen vegetables and sides
- Desserts and sweet treats
- Pizza, pasta, and comfort-food concepts
- Plant-based and dietary-specific products
- International and chef-inspired offerings
- Frozen snacks for adults, kids, and families
Put Your Product in Front of Buyers
A strong package can earn a shopper's attention; a strong product can earn a permanent place in their routine. The CPG Awards is designed to help participating brands increase visibility and introduce their products to retail CPG buyers who are continually evaluating new offerings for shelves and freezer sections.
For emerging brands, the program can help build awareness and credibility. For established companies, it's another chance to spotlight product innovation, expand buyer reach, and reinforce category leadership — from a bold snack in a bag to a premium sauce in a bottle, a pantry-ready meal in a pouch, or an innovative frozen entrée.
Why It Matters
For food and beverage operators, buyers, and packaged-goods founders, awards programs like this are more than a trophy — they're a distribution shortcut. The value here isn't the badge alone; it's the audience of retail buyers actively hunting for products to add to their assortments.
Here's the practical takeaway:
- Emerging brands get a credibility signal and buyer exposure that's otherwise hard to buy — useful when you're pitching a first national or regional account.
- Established players can use a win to differentiate a line extension, justify shelf resets, or reinforce category leadership in a crowded set.
- Frozen brands now have a purpose-built entry point at a moment when premium, better-for-you, and globally inspired freezer products are gaining share — timing that's worth acting on before the case gets even more competitive.
For procurement directors and category buyers, the flip side is just as useful: it's a curated pipeline of retail-ready innovation to scout, rather than sifting the same trade-show noise.
Registration Is Open
The CPG Awards by Food & Beverage Magazine is now accepting entries for shelf-stable packaged foods and, for the first time, frozen-food products. Brands ready to stand out in an increasingly competitive marketplace can register at www.cpgawards.com.
Chasing the same retail momentum from a different angle? See how a specialty brand is scaling through franchising in The Spice & Tea Exchange's Southeast expansion, and get ahead of the trends buyers are watching in our recap of the 2026 Summer Fancy Food Show's top trends.
Is your brand shelf- or freezer-ready? Tell us what you're entering — and drop a comment on the packaged-food categories you think deserve more retail spotlight.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
