Georgia-Pacific’s Brawny Tear-A-Square wins 2021 Breakthrough Innovation award

BASES, a NielsenIQ business and leader in helping companies build brands through innovation, renovation, strategy, and go-to-market optimization, has released its 2021 North America BASES Top Breakthrough Innovations.

This year, the BASES Top Breakthrough Innovations project is celebrating 10 years of recognizing successful launches, advancing the state of innovation knowledge, and leveraging learnings to make innovators more successful in the future.

In addition to celebrating the 2021 Top Breakthrough Innovation winners, BASES expanded this year’s project to focus on finding the next ‘breakthrough’ innovation.

To do so, BASES analyzed the evolution of what ‘better for you’ means to consumers in North America as well as the potential power of tech-enabled innovation, revealing new and emerging consumer interests that could unlock future innovation opportunities for manufacturers across categories.

One of the innovations highlighted this year is Georgia-Pacific’s Brawny Tear-A-Square paper towels, a product that offers an innovative size: a quarter. The towels are small enough for jobs that do not require a full or half sheet and still bring the strength and dependability Brawny is recognized for.

“This year, NielsenIQ BASES analyzed the evolution of what ‘better for you’ means to consumers in North America. We’re proud to congratulate our Brawny® team for earning a 2021 Breakthrough Innovation award with the Tear-A-Square roll,” Georgia-Pacific wrote on its LinkedIn page.